A spokesperson for TikTok noted that the group is currently running a strictly controlled advertising test pilot in Australia with Sportsbet. The company’s advertising policy in the country says that “ads promoting fantasy sports, bingo or other betting-related content”, “ads coming from a betting brand or featuring betting brands” and “ads sponsored by betting brands” are prohibited.
But in a recent commentary, an action was announced that ‘reversed’ this ban: “A closed pilot for sports betting is currently in operation for a managed customer who obtained permission from TikTok through an application process.”
Under limited testing, ads are only shown to users over 21, with limited frequency, while an opt-out feature is rolling out. TikTok noted that ads would be monitored to ensure users have a safe experience, with responsible gaming messages also included.
The move was criticized by Deakin University gaming researcher Samantha Thomas, who said: “We know that this is a platform that is really attractive and engaging for young people. “.
According to the Digital 2022 Australia report, the short-video social network has an advertising reach of over seven million Australians over the age of 18. Meanwhile, the Australian Gaming Research Center estimates that Australians lost around AU$25 billion ($16.18 billion) on legal gambling in 2018-2019, the highest per capita loss in the world.
Several experts in Australia are looking for ways to mitigate the negative impact of betting in the country, with several surveys and restrictions being carried out in order to understand the profile of each gambler and the most vulnerable audience with the segment.