TikTok Amps Up Gambling Ads Down Under: A Closer Look
TikTok Extends Test Run of Gambling Advertisements in Australia
TikTok, the globally popular social media app witnessing a billion downloads, is set to promote more gambling advertisements for its users in Australia. The move, however, has sparked a mix of responses, given the fracas the social media behemoth experienced when it first unveiled its gambling trial.
As per The Guardian's report, users in the country could soon be viewing new gambling ads. A TikTok spokesperson affirmed that the advertisements are targeting adult audiences aged 21 or above. The spokesperson also delineated that users can opt-out of these ads, and the content will be displayed at specific intervals to maintain user experience safety.
The Expanded Gambling Ads Frontier
TikTok's gambling trial in Australia has seen new additions with popular gambling companies such as Dabble and Neds jumping on board. Ex-AFL star, Dane Swan, has partnered with Dabble to create TikTok content, while Neds' ads reportedly nudge users to download their gambling application.
The news follows TikTok's gambling trial last year that was met with criticism after the company altered its gambling policies. In November, TikTok announced changes to its gambling policies, introducing a pilot program for gambling advertisements for Australian customers. Early this year, the Australian online gambling operator, Sportsbet, became the first to participate in this trial, mentioned as a "closed pilot for sports betting" by TikTok.
Regulating the Gambling Landscape
The expansion of gambling advertisements comes amidst NSW's efforts to restrict gambling harm by banning external gambling signs. Unveiled recently, lawmakers in the state intend to remove external signs such as VIP Lounges, which have evaded direct gambling advertising for years.
TikTok's Regulatory Framework
TikTok enforces strict policies on gambling advertisements in Australia. Gambling-related ads are generally prohibited, including online casinos, sports betting, and lotteries. However, under specific conditions, gambling ads might be permitted:
- Written approval from TikTok is essential.
- Licensing proof showing that the service is lawfully regulated in the target market must be provided.
- Geographic restrictions limit the delivery of ads to approved markets.
- Age-gating ensures the ads are restricted to users aged 18 or older.
TikTok continues to prohibit appealing to minors and content using youthful influencers or gaming themes. Ads should refrain from promoting 'get-rich-quick' sentiments, a rule consistent with broader financial services restrictions, such as bans on high-APR loans and speculative investments.
As TikTok’s policies endorse gambling ads under strict conditions, the platform remains cautious amidst Australia's ongoing debate about gambling ad exposure.
- TikTok, with over a billion downloads, is planning to increase the frequency of sports betting and online gambling advertisements targeting adult audiences (aged 21 or above) in Australia.
- Amidst the controversy that arose when TikTok initially introduced gambling advertisements, the platform has added popular gambling companies like Dabble and Neds to its gambling trial in Australia.
- In an effort to curb gambling harm, lawmakers in New South Wales (NSW) are planning to ban external gambling signs, while TikTok continues to enforce strict regulations on gambling advertisements, ensuring they are only displayed with written approval, licensing proof, geographic restrictions, and age-gating.
- The expansion of gambling advertisements on TikTok, including ads from ex-AFL star Dane Swan and gambling operator Neds, comes after TikTok announced changes to its gambling policies last November, including a pilot program for sports betting.
- TikTok's advertisements must not appeal to minors or use youthful influencers or gaming themes, and should not promote get-rich-quick sentiments, consistent with broader financial services restrictions, such as bans on high-APR loans and speculative investments.
