TikTok, a popular social media platform, has removed a video criticizing the prevalence of gambling advertisements twice, citing a violation of community guidelines. The video by Kate Susabu highlighted the issue of gambling advertisements on broadcast television and linked to an online petition calling for broadcasters to reject advertising money from gambling companies. Despite removing the video twice, TikTok has increased wagering content on its platform, partnering with various gambling companies for advertising purposes.
Content Removal and Gambling Advertising:
TikTok removed a video by Kate Susabu criticizing gambling advertisements on broadcast television, citing a violation of community guidelines. The platform does not allow content explicitly referencing gambling unless part of an approved partnership with specific wagering companies.
TikTok had initially abandoned its policy of no gambling content and entered into a trial partnership with Australia’s largest online gambling company, Sportsbet. The move was criticized for potentially recruiting a younger generation of gamblers.
TikTok expanded its trial of wagering partnerships in May, including companies like Neds and Dabble, despite widespread criticism. The videos, often featuring former athletes or influencers, may not always be obvious advertisements.
Concerns and Advocacy:
Kate Susabu expressed disappointment over TikTok’s removal of her anti-gambling video, especially considering the increasing amount of gambling content on the platform. She highlighted the hypocrisy of a platform marketed as fun for teens making money from gambling company ads.
Marketing experts have criticized gambling companies for using the TikTok trial to target young women and diversify their predominantly male client base.
Legislative Response:
A parliamentary inquiry has recommended banning online gambling ads across all media and at all times within three years to combat manipulation of a vulnerable audience. The federal government is expected to respond to these recommendations soon, considering lobbying efforts from both gambling companies and harm reduction advocates.
Effectiveness of Harm Reduction Messages:
Gambling content on TikTok includes mandated harm reduction slogans like “chances are you’re about to lose.” However, researchers argue these messages are less effective on TikTok as users can easily swipe to watch other videos, unlike traditional television where viewers are exposed to these messages.
TikTok’s removal of anti-gambling content while increasing wagering partnerships and content raises concerns about responsible advertising and the platform’s role in promoting gambling to a younger audience.