The Direct and affiliate wagering marketing and gambling-related harm study was funded by Gambling Research Australia and undertaken by Central Queensland University to examine the impacts of direct and affiliate marketing on new and existing betting customers.
The researchers found that direct wagering marketing is widespread through social media channels, emails, texts and app notifications, and is linked to increases in harmful betting. Direct marketing of inducements, like bonus bets and matched deposits, presented the greatest risk of harm.
The study found there was a reduction in gambling harm when people opted out of direct marketing, with 23% of people placing fewer bets, 39% spending less on their bets and 67% reporting fewer short-term harms from their betting.
The research also identified concerns regarding wagering affiliates - the third-party operators used by betting companies to direct customers to their products. For example, the study found that affiliates are incentivised to promote bets and inducements that maximise losses, and to target people with high-loss potential. It also found that marketing from affiliates, many of whom operate as paid tipsters or free betting information services, can perpetuate the false belief that betting success stems from expertise.
Gambling Research Australia is a partnership between the Commonwealth, State and Territory Governments to initiate and manage a national gambling research program.
A full copy of the research report can be found on the Gambling Research Australia website.
