Introduction to the Issue
The peak body for Australian doctors has urged politicians and social media companies to restrict “shocking” content of influencers allegedly glamorising poker machines on social media. This phenomenon is considered incredibly new and has sparked concern among public health campaigners.
The Rise of Gambling-Related Content on Social Media
A report commissioned by the Victorian government found that the social cost of gambling in the state had doubled from $7bn in 2014-15 to $14bn in 2022-23, despite fewer people gambling. The report suggested that those at higher risk of gambling harm were spending more money, including tangible costs like bankruptcy, as well as indirect costs such as emotional and psychological harm, like depression.
The Concerning Content
Videos uploaded to Instagram show influencers inserting hundreds of dollars into poker machines and telling viewers they will continue to do so until a certain number of people follow them. Other accounts collate videos of people winning on poker machines, including turning $5 into $164,000, without documenting their losses. Several posts can be accessed by children and teenagers and do not contain responsible gambling messages, which are required when gambling companies promote their products through broadcast ads, social media, and podcasts.
Public Health Campaigners’ Concerns
Public health campaigners fear that this content may be introducing a younger generation to poker machines and undermining messages designed to limit gambling-related harm. Dr Danielle McMullen, the president of the Australian Medical Association, described the videos as “shocking” and said they are clearly targeted at young people, seeking to glamorise a dangerous habit.
Regulatory Response
Instagram’s owner, Meta, stated that it has strict rules for the promotion of gambling and will remove any content that does not comply with its standards. However, it is not clear whether these accounts are defined as advertising, despite allegedly promoting gambling, as they do not appear to have been published in partnership with any gambling company or venue.
The Emergence of Influencers Focused on Poker Machines
Dr Mark Johnson, a senior lecturer at the University of Sydney, described the emergence of influencers focused on poker machines as an “incredibly new phenomenon”. He noted that people who have already built significant followings are shifting into gambling content, while others are starting off with this kind of content to reach the status of an influencer.
Conclusion
The issue of influencers promoting poker machines on social media is a concerning one, with potential harm to young people and the wider community. It is essential that politicians, social media companies, and influencers take responsibility for restricting and regulating this type of content to prevent the promotion of harmful gambling habits. By working together, we can reduce the risk of gambling-related harm and promote a safer and more responsible online environment.
