While the recent ban on TikTok in the US had big implications for marketers and influencers worldwide, it almost seemed to come back as quickly as it left. And while we aren’t sure what political strings may have been attached, its return does mean its users are breathing a collective sigh of relief – for now. But still, the short-lived TikTok ban may give some indication of what implications a future ban could have for advertising, with online gambling being no exception.
In this blog, we explore what a longer (if not permanent) ban could mean for online gambling advertising and the industry as a whole.
TikTok’s Role in Advertising and Its Top Target Audiences
Before we dive into the chaos of it all, let’s take a step back and acknowledge the weight of the TikTok ban, particularly in the US. The platform’s meteoric rise has coincided with a growing trend of brands using social media platforms for advertising, especially for reaching millennials (like me) and Gen Z – the very demographic that online casinos are most eager to target. (And let’s be honest, with the Boomers still figuring out how to update their status on Facebook, their target audience was locked in with TikTok.)
Whether it’s a slick advert for an online casino or a flashy promotion for a mobile betting app, TikTok has become something of a marketing playground, and it’s easy to see why. The ads are highly targeted, and the algorithm is extremely effective in delivering the right content at the right time.
We’ve all experienced it: you’re having a casual chat to a friend about wanting to give online gambling a try, and the next thing you know, an exciting video pops up of someone hitting the jackpot on an online slot. It’s pure advertising sorcery!
What’s the deal with advertising online gambling on TikTok?
Given the highly regulated online gambling market, it makes sense that TikTok would implement policies to restrict certain types of gambling content, depending on the user’s region. These policies vary from country to country, with content often being restricted to licensed and regulated casinos. Although the US ban on TikTok has been lifted, many other countries have prohibited the platform, casting uncertainty over the future of online gambling advertising.
Should Gambling Ads Be Allowed on Social Media?
One reason for the ban on TikTokin the US was the impact that exposure to certain content may have on individuals. Now, even though millennials and Gen-Z are, by now, of legal gambling age in most regions, this does not mean that younger audiences aren’t accessing social media.
It comes down, essentially, to a matter of profits versus social responsibility. The Canadian online casinos we regard most highly are those with reputable licenses from the Malta Gaming Authority or Curaçao eGaming. These gambling sites enforce strict policies on responsible gambling, with strict policies against allowing underage players to register.
Today, social media platforms are akin now to what television and radio were in, say, the 90s in terms of advertising. It’s understandable that businesses need to move with the times to make themselves seen. So, while we’re all for online casinos using social media to promote their brands, there’s something to be said about the ‘how’.
For example, the UK Gambling Commission (UKGC) has strict advertising regulations that forbid casinos from using imagery or themes likely to attract young audiences. This includes cartoon characters and bright, playful visuals that might appeal to minors. Using such imagery in promotions can result in fines or other sanctions for gambling operators.
Opportunities Amid Challenges: Exploring New Paths
We all know the adage – where one door closes, another opens – and while many businesses may feel sucker-punched by potentially losing TikTok as an advertising platform, other avenues remain open to explore. There’s always Instagram and Facebook, X and Reddit. Who knows, maybe online gaming community apps like Discord may see a surge in gambling-related content?
Speculating further, the ban may even spark a surge in other forms of gambling advertising, from billboards to radio spots. More celebrity endorsements could be on the cards, such as the one between Stake and Drake established in 2022, or casinos partnering with influencers in new and exciting ways. There’s no clear answer, and sometimes it takes a little adversity like the banning of a popular platform to ruffle creative feathers and get advertisers thinking on their feet again.
What’s the Way Forward?
For now, gambling sites still have TikTokers within reach, but a future ban could have serious implications for many advertisers on the platform. Speculation around the matter is rife, and we’ve yet to see what impact a prolonged TikTok ban could mean for online gambling advertising.
Meanwhile, though, what do you think? Could it spark new ideas and avenues to be explored? Let us know what you think in the comments section below, or chat with us on Reddit!
