The federal government is facing mounting pressure to finalize proposed regulations to restrict gambling advertising, with a partial ban currently on the table. However, this has sparked criticism from gambling harm researchers, community organizations, and some MPs and senators who argue that a total ban is necessary.
Gambling is a significant issue in Australia, with Australians being the world’s biggest per capita gamblers, losing approximately $25 billion annually. Nearly half of gamblers are at risk of or already experiencing harms such as financial hardship, relationship breakdown, domestic violence, poor work productivity, criminality, insomnia, depression, and even suicide.
Despite the clear evidence of the harms associated with gambling, the government seems reluctant to implement a total ban on gambling advertising. Part of the reason for this reluctance lies in the strategic marketing tactics employed by the gambling industry, both publicly and behind closed doors. These tactics are reminiscent of those used by other industries linked to health and social harms, such as alcohol and tobacco.
The gambling industry utilizes clever marketing strategies, weak regulation, and technological advancements like sports betting apps and online casinos to increase opportunities for gambling. Stories of harm from gamblers are troubling, with social costs estimated to exceed $10.7 billion annually. Even banks are taking steps to address gambling harm among their customers.
Responsible Wagering Australia, the peak body representing the gambling industry, denies that advertising normalizes gambling to children and warns that any bans could drive people to illegal offshore operators. However, there is evidence contradicting these claims. The industry’s resistance to further regulation is part of a broader strategy to prevent stricter measures.
The gambling industry’s playbook mirrors that of the alcohol and tobacco industries, utilizing tactics such as lobbying, media and public relations, and stakeholder marketing to influence government decisions. By funding research and challenging findings that link their marketing to harms, the industry aims to delay or prevent regulations that could impact their profits.
To effectively reduce gambling harm in Australia, robust regulations may be necessary. Similar to efforts in tobacco control, regulations could include limits on political donations, bans on gifts to politicians, tighter rules on lobbying, and transparency about industry interactions with government officials. These measures could work alongside advertising bans, sponsorship limits, and controls on product development and availability to protect the public and prevent gambling harm.
In conclusion, addressing the gambling industry’s strategic marketing tactics is crucial in developing a holistic approach to regulation that effectively protects Australians from the harms of gambling. By learning from successful efforts in tobacco control and proposed measures in alcohol regulation, policymakers can work towards reducing gambling harm and improving public health outcomes.