“Kids Bet is the first betting agency for kids, by kids,” proclaims a boy in a playground. He is the spokesperson for a new, fictional betting site, which is being used as a vehicle to raise awareness of underage gambling. According to the television spot, young people are exposed to two hours of gambling advertising every week.
During sports and other television programming, you will see plenty of ads – which are eerily similar to the Kids Bet TV spot – compelling viewers to gamble. Many of these viewers are young people under the legal gambling age. “Watching sports is all fun and games,” he says in a voiceover, as the ad depicts children playing sports like rugby and football. “But, if you want real excitement, you’ve got to put it on the line”.
While it may sound overindulgent, this is what young people see when they watch advertisements for betting agencies. According to responsible gambling advocates, the overabundance of betting ads tells young people that they can’t be trust sports fans unless they wager on their favourite teams. While gambling ads target adults, children see them as well.
As impressionable young people, they are taught that betting and sports are inherently connected, which can lead to them getting involved in gambling activities. This can lead down a dangerous road, as many individuals who start gambling young turn into problem gamblers later on in life. As the ad notes, 20% of problem gamblers started gambling before they turned 18-years-old.
The Kids Bet advertisement encourages parents to speak to their children about the reality of gambling. They are redirected to kidbet.com.au, a resource which helps parents start talking to their children about gambling. The site is dedicated to raising awareness about the effects of gambling ads on young people, and offers up helpful resources that help keeps parents informed.
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