TikTok has allowed betting company Sportsbet to run betting ads on its platform. TikTok has banned advertising of any kind of gambling on its platform. An exception was made only for Sportsbet as part of a closed pilot project.
The social network said Sportsbet’s marketing should be limited to Australian users over 21. In addition, the platform ensures that ads contain messages that remind you of the risks associated with sports betting. Please note that the Platform limits the frequency of showing bidding ads and provides users with the option to opt-out of such content.
According to Digital 2022 Australia, TikTok’s advertising reach is over 7 million Australians aged 18 and over. And according to the Australian Center for Gambling Research, residents of the country lost $25 billion due to gambling between 2018 and 2019. The per capita loss is the highest in the world.
TikTok’s experiment with ad placement has not received a positive response from industry experts in Australia. For example, Samantha Thomas, a gambling researcher at Deakin University, suggests that governments will eventually have to tackle the issue of regulating social media gambling advertising. This requires legal restrictions on gambling advertising on entertainment platforms
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