Gambling Habits in Australia Shift as Ad Spending and Youth Betting Rise

Despite a drop of around 300,000 gamblers since 2021, Australians are still wagering large sums—particularly on horse racing, greyhound racing, and sports betting. According to data cited by ABC News, international betting brands like Sportsbet, Ladbrokes, and PointsBet have significantly influenced this trend, helping to drive up the total betting volume even as the number of gamblers declines.

Advertising Surge Fuels Growth

Gambling ads in Australia have soared, with $287.2 million spent collectively by gambling companies to attract bettors. In Victoria alone, sports betting ads grew by a staggering 253% between 2016 and 2021.

Despite promises from major companies like Entain (parent of Ladbrokes and Neds) to end shirt sponsorships, the overall marketing push remains strong—raising questions about how effective such measures really are.

Young Australians at Growing Risk

A particularly concerning trend is the increased participation of young adults, particularly those aged 18 to 24, in sports betting. Worryingly, many placed their first bets before turning 18, which is illegal and linked to a higher risk of future gambling problems.

Experts, including public health researchers Charles Livingstone and Prof. Samantha Thomas, highlight that:

• Australians spent about $1 billion on sports gambling in 2018–2019.

• That number may have risen to $1.6 billion today, partly driven by the pandemic.

• Young people have high brand recall of gambling companies, increasing their exposure and risk.

• The presence of celebrities in gambling ads may also contribute to the appeal among younger demographics.