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Short videos of influencers playing pokies are getting millions of views online, but doctors and public health experts say these clips are misleading and risky, especially for younger people. Many of these videos show big wins from small bets but fail to mention the many losses that happen behind the scenes.
Experts are now warning that these videos may make gambling seem easy, fun, and rewarding, when in reality, most players lose money.
Big Wins, Hidden Losses
Many of these influencer videos show someone turning a $5 bet into $100,000 or more, creating the illusion that big wins are common. However, doctors say these videos often hide the true odds and losses, making pokies appear more rewarding than they actually are.
Unlike licensed gambling ads, these social media posts do not include responsible gambling warnings or helpline information. Most creators label their content as “personal” to avoid gambling regulations, even though they clearly promote real-money pokies sites.
A Growing Risk for Teens
One of the most worrying parts of this trend is how easily young people can view pokies content. Influencers often have large teen audiences, and the flashy videos appear in algorithm-based feeds like TikTok and Instagram Reels.
Dr Danielle McMullen, President of the Australian Medical Association (AMA), called the situation “shocking.” She said that teens are being exposed to gambling before they fully understand the risks.
“We are seeing gambling normalised for children and teens through these platforms,” said Dr McMullen. “That’s very dangerous.”
New data reveals that 30% of Australians aged 12–17 have already gambled, spending more than AUD 18 million. Experts fear this number could rise fast if stronger safety measures are not put in place.
Social Media Sites Not Doing Enough
While companies like Meta (which owns Facebook and Instagram) claim they remove rule-breaking gambling content and use a “strike system” to warn creators, doctors say these actions are not enough.
Because many of the content creators are unlicensed and label their videos as entertainment, they often escape penalties and continue to post pokies-related content unchecked.
Legal Loopholes Let It Slide
Australia’s media watchdog, the Australian Communications and Media Authority (ACMA), has warned that promoting offshore gambling platforms is illegal and can lead to fines of up to AUD 59,400. Yet, many influencers continue to do it because the laws have gaps, and enforcement is inconsistent.
Doctors say that stronger rules and faster action are urgently needed to stop the spread of misleading gambling content, especially to protect young people.
What Needs to Change?
Experts are calling for:
- Stricter regulations on gambling content across all platforms
- Better age filters and protections on social media
- Clear rules for influencers who promote any type of betting
- Awareness campaigns about the risks of gambling for teens and families
- Stronger enforcement by tech companies and government watchdogs
They believe that without serious action, more young people will get trapped in gambling habits before they understand the risks or the real odds of winning.
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