Behind the Stream: How Celebrities Are Normalising Gambling for Youth
Gambling promotion has shifted from traditional media to social platforms, where celebrities and influencers showcase betting to millions of young followers. In Australia, this poses new challenges for youth protection and gambling harm prevention.
In Australia, gambling has long been regulated in traditional media. According to research from The University of Sydney, the rise of streaming platforms is rapidly changing the landscape, and influencer culture has also impacted how gambling is presented and to whom it is marketed.
Often, gambling is increasingly being framed as a form of entertainment, a piece of social connection, or a normal part of being online.
Understanding how this normalisation is occurring is an important step in supporting Australians, and particularly young people, in making informed and healthy decisions.
Gambling Advertising Has Changed, and So Has Its Audience
Despite its regulations, gambling in Australia continues to be widespread, particularly when it comes to sports. While traditional advertising is subject to increasing restrictions, there has been a noticeable shift in how gambling is promoted.
In recent years, and particularly over the past 12 to 18 months, gambling promotion has increasingly moved towards influencer and celebrity-led content online.
In a 2025 eSafety Commissioner media release summarising 2024 survey findings, 95% of teens aged 13–15 reported using at least one social media service since January 2024.
The growth of platforms such as YouTube, Twitch, TikTok, and Instagram has created new environments where gambling can be promoted in ways that are less visible, and often less regulated, than traditional advertising.
It’s common for influencers and celebrities alike to
- Livestream gambling sessions.
- Promote betting apps or online casinos.
- Share ‘wins’ only, without showing losses.
- Frame gambling as low-risk or skill-based.
For young and impressionable audiences, and particularly those still developing decision-making skills, this content can easily blur the lines between entertainment and advertising.
Research from the Australian Institute of Health and Welfare shows that early exposure to gambling can be linked to an increased likelihood of gambling harm later in life. When gambling is presented to youth by trusted public figures, the risk can feel even lower.
Why Celebrity and Influencer Endorsements Matter
Young people can be highly influenced by the people they look up to online. Influencers and celebrities not only promote products, but they also shape trends and social norms.
While gambling is repeatedly shown as fun or harmless, or is associated with success, popularity or wealth, the potential harm or consequences are rarely discussed. Gambling, then, also becomes normalised as something that ‘everyone does’.
Most importantly, this isn’t about blaming celebrities or young people. Many gambling promotions sit in legal grey areas, and while Australian advertising standards require paid partnerships to be clearly disclosed, this isn’t always done in a way that’s obvious or meaningful to audiences.
Disclosures can be minimal, unclear, or buried among hashtags, making it easy for promotional content to blend in with everyday posts. In some cases, this can effectively circumvent the intent of the rules, whether deliberately or through poor practice.
The focus should therefore shift to recognising the environment young people are navigating online, and ensuring they have the tools and media literacy skills to critically engage with the content they consume.
The Impact on Young People and Families
The positioning of gambling messaging can influence a number of factors, including:
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Understanding of financial and social risks
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Beliefs about money and success
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Perceptions of control or “winning”
This can contribute to early gambling behaviours for youth, including online betting, gaming-related gambling, or informal betting with friends.
Families and carers may notice:
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Curiosity about gambling
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Language that mirrors influencer messaging
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Misunderstandings about the likelihood of winning
These conversations can be challenging, but they also offer opportunities to build awareness and resilience.
A Compassionate, Evidence-Based Response
At SMART Recovery Australia, we take an evidence-based approach to understanding addictive and harmful behaviours, including gambling.
Rather than focusing on blame or fear, SMART Recovery supports people to:
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Understand what drives behaviour.
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Build practical coping strategies.
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Strengthen motivation for change.
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Develop skills for long-term wellbeing.
This approach is equally relevant for individuals experiencing gambling harm, and for parents, educators and communities supporting young people.
By staying informed, compassionate, and curious, we can help ensure that young people develop the skills to navigate these messages safely.
The repositioning of gambling messaging doesn’t happen overnight. However, understanding the impact of gambling for young people, and providing support is a meaningful place to begin.
Normalisation doesn’t happen overnight, and neither does change. But understanding what sits behind the stream is a meaningful place to begin.
Support Is Available for Individuals and Families
If gambling, or concerns about gambling, are affecting you or someone you care about, support is available.
SMART Recovery offers free, confidential mutual support meetings, evidence-based programs for people experiencing addictive behaviours, including gambling, and dedicated Family and Friends programs for those supporting a loved one.
These programs help families and carers better understand addiction, set healthy boundaries, and look after their own wellbeing.
Find a meeting or learn more here. For additional gambling-specific support, you can also explore help here.
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