“They make it seem harmless”: a qualitative investigation into women’s perceptions about novel gambling promotions and public relations strategies

BACKGROUND: The gambling industry uses a range of marketing strategies to increase the appeal and normalisation of their products. While there has been significant focus on how the gambling industry targets young men, there is evidence that the industry is increasingly using innovative marketing strategies to appeal to women. This study aimed to explore young women’s views about gambling promotions and public relations strategies, and their potential impact on women’s gambling attitudes and behaviours. METHODS: An online qualitative survey was conducted with n = 525 women aged 18–40 years living in Victoria, Australia. The survey collected information about the women’s socio-demographic characteristics. Participants were then asked a range of open-text questions about their perceptions of the impact of novel gambling promotions that appeared in social media posts from gambling companies. This included their views about the use of celebrities and influencers, the appeal of novelty betting markets, and the alignment of gambling with women’s sport and social causes. Data were analysed using a reflexive approach to thematic analysis. RESULTS: Three key themes were constructed from the data. First, participants perceived that novel gambling promotions contributed to the increasing normalisation and social acceptability of gambling among women. Second, these strategies were seen to encourage gambling participation, particularly among women who may not otherwise gamble, by aligning gambling with women’s interests, values, and social contexts. Third, participants raised concerns about the potential for these strategies to increase women’s vulnerability to gambling harm, particularly through the framing of gambling as harmless, empowering, and socially beneficial for women’s events. CONCLUSIONS: This study highlights how novel gambling promotions may be influencing and normalising women’s engagement with gambling and have the potential to increase their risk of gambling related harm. These strategies were often presenting gambling as a fun and socially acceptable activity, while masking its potential consequences. The findings highlight the need for comprehensive regulatory and public health responses, including stronger restrictions on gendered marketing practices, education to counter misleading promotional messages, and targeted harm prevention strategies.