‘Grooming our children’ - politicians demand Sportsbet pull promotional filters from Snapchat (9 Dec 2024)
Article summary: Several federal politicians have urged Sportsbet to immediately remove its advertising filters from Snapchat, following concerns about their potential exposure to children. The filters, featuring Sportsbet branding, transform users into advertising characters like racehorses or presenters, encouraging interaction and brand awareness. While these filters are restricted to users aged 18 and above, children can still view the content through shared videos or stories.
Independent MP Kate Chaney, a member of a previous parliamentary inquiry into gambling harm, condemned the ads, stating: “This is appalling. Gambling companies know that early exposure normalises their products and creates a pipeline of future customers.” She added: “By targeting younger audiences – intentionally or through inadequate safeguards – they’re fostering familiarity and brand loyalty before children can critically evaluate the risks of gambling.”
Chaney also criticised Sportsbet’s selective action in pausing ads on Spotify after complaints about their placement between Disney songs. “If Sportsbet can withdraw ads from Spotify after complaints about playing ads between Bluey songs, there’s absolutely no justification for maintaining ads on Snapchat – they need to go,” she said. “We need immediate action to pull these ads from Snapchat and any platform where children are active.”
Other politicians echoed similar concerns. Greens senator Sarah Hanson-Young urged both Snapchat and Sportsbet to remove the ads, calling gambling promotions on platforms popular with youth unacceptable. Long-time gambling reform advocate Andrew Wilkie warned that such ads “groom our children to normalise and engage in gambling behaviours.”
Dr Danielle McMullen, president of the Australian Medical Association, emphasised that interactive ads pose additional risks by gamifying gambling. She urged the federal government to ban the ads entirely to protect young people. Former paediatric neurologist and crossbench MP Monique Ryan called for urgent removal of the ads, stating: “It is simply not appropriate to allow this harmful industry to target our young people in an extremely vulnerable stage in their lives.”
Snap Inc defended its policies, asserting that its advertising is restricted to users over 18 in Australia. However, the growing political pressure underscores concerns about whether current age-verification measures are effective.
Related article: Crossbench briefed on proposed gambling ad reform (21 Aug 2024)
