TikTok adds Neds and Dabble to gambling ads trial despite criticism

The social media app received significant backlash from public health experts last year when it announced that it was carrying out a strictly controlled advertising pilot with a competing Australian bookmaker.

This ran afoul of TikTok’s advertising policy in Australia which prohibited “ads promoting fantasy sports, bingo or other gambling-related content”, “ads sponsored by gambling brands,” and “ads coming from a gambling brand or featuring gambling branding.”

The company claimed that the sports betting trial only involved one managed client who received permission from TikTok after an application process. It also said the ads would be closely monitored and only shown to users over 21. Responsible gambling messages would be included in the ads.

At the time, the Australian bookmaker was accused by marketing experts of using the trial as a means of targeting young women to populate its mostly male-dominated client base. It also partnered with several social media influencers to create gambling content.

TikTok’s “one managed client” trial was recently increased to include two more gambling companies, Dabble and Neds.

Dabble is currently collaborating with ex-AFL player Dane Swan to produce content to boast its profile. Neds is also on TikTok, advertising its mobile app for download.

A TikTok spokesperson stated that they were monitoring the ads closely and that users who did not want to see them could opt out.

“Advertisements are targeted at those aged 21 years and over, there is a frequency cap at which the ads are shown, and there is an opt out feature for those who do not wish to see the ads,” they stated.

“We are also continuing to monitor the ads to ensure that all users have a safe experience.”

TikTok’s decision to increase its ad content could impede any action by the Australian government to introduce broadcast promotion restrictions.

Despite TikTok’s claim that the trial would be strictly controlled, the Alliance for Gambling Reform expressed some concerns about the ads. According to the group, this could ultimately advertise gambling to a faction of Australians that have not had as much exposure to the activity.

A spokesperson said, “The sponsored posts have been gender-targeted with young women being told they can now place bets on superficial things like BeReal times, Love Island and White Lotus season three.”

Deakin University research fellow Simone McCarthy also claimed gambling companies wanted to use TikTok to reach out to the younger audiences who spent most of their time on social media.

While all gambling content on TikTok carried some compulsory anti-gambling slogans, McCarthy asserted that they were not as effective on the platform.

“When you’re watching television, you’re forced to watch that message but on TikTok most users have already swiped to watch another video,” he opined.

“This shows that the government has not really thought about how these messages will translate to social media.”

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