The role of media and social media in involving minors
Introduction
In Australia, the age threshold for online gambling is set at 18. Despite this, media and social networks are forming a steady interest in betting and gambling among adolescents. Understanding channels of influence and targeting techniques is key to effectively protecting vulnerable audiences and complying with laws.
1. Traditional media: TV, radio, outdoor advertising
Television and radio commercials
Gambling adverts are limited to a time slot between 8.30pm and 05am (BSA).
Despite the limit, teenagers can watch recordings of broadcasts online and through social clips.
Bright visual effects and images of the winners form the illusion of easy enrichment.
Outdoor advertising and billboards
The location near schools and youth centers enhances unconscious memorability.
Insufficient control of age zones allows adolescents to quietly get acquainted with the brands of operators.
2. Social media: algorithms and targeting
Algorithmic feed
Platforms (Facebook, Instagram, TikTok) analyze behavior: likes, views of gambling-themed videos, then offer similar content.
Advertisers can exclude age restrictions only formally, bypassing them through lookalike audiences.
Targeted advertising
Setting up ads by interests ("sports," "gamers," "bets") leads to showing to young users.
The "from 18 +" limit is easy to do: advertising campaigns are tuned to "sports fans" without a clear age filter.
Viral content and challenges
Trending videos and challenges mentioning "gambling" or "quick wins" are distributed organically among adolescents.
Hashtags like winbig, crashgame stimulate curiosity and engagement.
3. Influencers and native advertising
Popular streamers and bloggers
Betting ads on YouTube and Twitch streams are often referred to as "sponsored content," but without an explicit age warning.
Subscribers under 18 identify with authority figures and perceive gambling as part of the entertainment process.
Native integrations
Bloggers post links to promotional codes and bonuses right in the description, without marking "adults only."
Demonstrating the interfaces of sites and applications creates a "trial participation" effect without real risk in the eyes of adolescents.
4. Psychological techniques and effects
Reward expectation
The "variable reward" mechanism (random winnings) activates the dopamine system more strongly in adolescents than in adults.
Short video formats increase addiction, creating the feeling of "another bet."
Social approval
Likes, comments and peer reactions to gambling-themed publications contribute to the formation of a group norm.
The fear of "getting behind the cool" pushes to try the game "like everyone else."
5. Regulation and platform responsibility
Platform policies
Facebook and Instagram require advertisers to indicate age restrictions, but do not strictly verify the audience.
TikTok implements "family mode" and viewing time limits, but does not filter content by age.
Role of regulators
ACMA monitors only official campaigns of operators, without controlling native advertising from influencers.
Integration of ACMA powers with AANA codes for digital venues is needed.
Industry self-regulation
Brainstorms between operators, platforms and public organizations lead to the creation of voluntary "blacklists" with hashtags and accounts that distribute gambling content among teenagers.
Violation reports should be published quarterly with specific examples and responses.
6. Prevention and education measures
1. Education campaigns in schools
Mandatory media literacy lessons: analysis of marketing strategies and social media algorithms.
Practical training: how to recognize intrusive ads and protect personal data.
2. Parental Controls and Apps
Use family profiles and time limits on devices.
Special apps that block keywords and URLs related to gambling.
3. Collaboration with platforms
Introducing the "complaint button" directly into ads: teens and parents can quickly signal inappropriate content.
Automated reports for ACMA based on user requests.
Conclusion
Media and social media play a critical role in involving minors in gambling. A set of measures - from legislative restrictions and platform policies to educational initiatives and technical filters - is necessary to protect adolescents. Only the joint work of regulators, industry, educational institutions and families will minimize the risks of early involvement and ensure compliance with the minimum age of 18 for online gambling in Australia.
In Australia, the age threshold for online gambling is set at 18. Despite this, media and social networks are forming a steady interest in betting and gambling among adolescents. Understanding channels of influence and targeting techniques is key to effectively protecting vulnerable audiences and complying with laws.
1. Traditional media: TV, radio, outdoor advertising
Television and radio commercials
Gambling adverts are limited to a time slot between 8.30pm and 05am (BSA).
Despite the limit, teenagers can watch recordings of broadcasts online and through social clips.
Bright visual effects and images of the winners form the illusion of easy enrichment.
Outdoor advertising and billboards
The location near schools and youth centers enhances unconscious memorability.
Insufficient control of age zones allows adolescents to quietly get acquainted with the brands of operators.
2. Social media: algorithms and targeting
Algorithmic feed
Platforms (Facebook, Instagram, TikTok) analyze behavior: likes, views of gambling-themed videos, then offer similar content.
Advertisers can exclude age restrictions only formally, bypassing them through lookalike audiences.
Targeted advertising
Setting up ads by interests ("sports," "gamers," "bets") leads to showing to young users.
The "from 18 +" limit is easy to do: advertising campaigns are tuned to "sports fans" without a clear age filter.
Viral content and challenges
Trending videos and challenges mentioning "gambling" or "quick wins" are distributed organically among adolescents.
Hashtags like winbig, crashgame stimulate curiosity and engagement.
3. Influencers and native advertising
Popular streamers and bloggers
Betting ads on YouTube and Twitch streams are often referred to as "sponsored content," but without an explicit age warning.
Subscribers under 18 identify with authority figures and perceive gambling as part of the entertainment process.
Native integrations
Bloggers post links to promotional codes and bonuses right in the description, without marking "adults only."
Demonstrating the interfaces of sites and applications creates a "trial participation" effect without real risk in the eyes of adolescents.
4. Psychological techniques and effects
Reward expectation
The "variable reward" mechanism (random winnings) activates the dopamine system more strongly in adolescents than in adults.
Short video formats increase addiction, creating the feeling of "another bet."
Social approval
Likes, comments and peer reactions to gambling-themed publications contribute to the formation of a group norm.
The fear of "getting behind the cool" pushes to try the game "like everyone else."
5. Regulation and platform responsibility
Platform policies
Facebook and Instagram require advertisers to indicate age restrictions, but do not strictly verify the audience.
TikTok implements "family mode" and viewing time limits, but does not filter content by age.
Role of regulators
ACMA monitors only official campaigns of operators, without controlling native advertising from influencers.
Integration of ACMA powers with AANA codes for digital venues is needed.
Industry self-regulation
Brainstorms between operators, platforms and public organizations lead to the creation of voluntary "blacklists" with hashtags and accounts that distribute gambling content among teenagers.
Violation reports should be published quarterly with specific examples and responses.
6. Prevention and education measures
1. Education campaigns in schools
Mandatory media literacy lessons: analysis of marketing strategies and social media algorithms.
Practical training: how to recognize intrusive ads and protect personal data.
2. Parental Controls and Apps
Use family profiles and time limits on devices.
Special apps that block keywords and URLs related to gambling.
3. Collaboration with platforms
Introducing the "complaint button" directly into ads: teens and parents can quickly signal inappropriate content.
Automated reports for ACMA based on user requests.
Conclusion
Media and social media play a critical role in involving minors in gambling. A set of measures - from legislative restrictions and platform policies to educational initiatives and technical filters - is necessary to protect adolescents. Only the joint work of regulators, industry, educational institutions and families will minimize the risks of early involvement and ensure compliance with the minimum age of 18 for online gambling in Australia.
