Australian social media users will see more sports gambling ads after TikTok quietly expanded a controversial trial of wagering partnerships despite widespread criticism.
The decision to increase ads could undermine any federal government action to restrict broadcast promotions, with researchers warning that gambling companies are one step ahead of regulators and are targeting new demographics.
Late last year TikTok was criticised by public health experts for shifting away from its anti-gambling stance and allowing Australia’s biggest online wagering company, Sportsbet, to advertise its products on the platform.
Marketing experts accused Sportsbet of using the trial to target young women with advertising designed to diversify its predominately male client base.
