TikTok Stirs Controversy: Kate Susabu’s Video Removed Amidst Rising Gambling Content Outcry
TikTok faced backlash for initially removing a video criticizing excessive gambling ads on TV. Kate Susabu’s video, highlighting her grandfather’s gambling struggles, called for curbing gambling ads’ influence on broadcasting. It cited an Australian Institute of Family Studies study indicating harm risks for 70% of young male gamblers. TikTok’s decision was met with criticism, given its growing acceptance of gambling content.
Last year, TikTok changed its stance on gambling content, partnering with Australia’s largest online gambling firm, Sportsbet. Critics accused TikTok of targeting and recruiting young gamblers. In May, TikTok expanded wagering partnerships, drawing more scrutiny. Kate Susabu’s video was reinstated after Guardian Australia’s inquiry. TikTok stated it allows gambling content only in approved partnerships.
Marketing experts allege gambling companies target young women on TikTok to diversify their customer base. A parliamentary inquiry recommended banning online gambling ads in Australia across all media within three years. The federal government is expected to respond soon, with both gambling firms and harm reduction advocates actively lobbying. Despite mandated harm-reduction messages, experts argue TikTok’s format may dilute their effectiveness.
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FAQs
Why is it that Tiktok does not allow gambling advertisements?
TikTok acknowledges its role as an entertainment platform enjoyed by users worldwide. However, it is crucial to consider the potential risks associated with gambling, such as financial loss and addiction, which could adversely affect individuals. In line with these concerns, TikTok refrains from endorsing or promoting gambling services on its platform.
How does TikTok manage inappropriate content and advertising?
TikTok employs stringent technical measures to block inappropriate content from being uploaded to the platform. This approach extends to advertising as well, preventing media buyers from creating ads that directly link users to online casinos or betting websites.
Can users still access gambling websites through TikTok indirectly?
Yes, it is possible to access gambling websites indirectly through TikTok. Users may be directed to third-party platforms or specially designed landing pages that grant access to the desired gambling destinations. While this adds an extra step in the process, it can help build a more dedicated and loyal audience, potentially leading to better conversion rates for RevShare.
What are the advantages of using an indirect approach to promote gambling content?
Utilizing an additional step in the selling process, such as third-party platforms or landing pages, can contribute to the formation of a more stable and loyal audience. This audience is more likely to progress through the sales funnel, potentially resulting in improved conversion rates for revenue-sharing (RevShare) programs.
Why have TikTok videos gained significant attention from affiliates in the gambling industry?
TikTok videos have garnered substantial interest from affiliates in the gambling sector primarily due to the platform’s ability to capture the immediate attention of the target audience. With its immense popularity driven by short viral videos, TikTok provides an ideal environment to implement innovative marketing strategies within the gambling industry. Imagine advertisements seamlessly integrated into users’ feeds, creatively encouraging them to explore websites like Galaksino or other registration-free casinos. Such content often includes attention-grabbing elements, such as a young girl displaying a significant sum of $10,000 in cash.
What challenges do affiliates face when advertising on TikTok?
Advertising gambling-related content on TikTok presents certain challenges. Firstly, TikTok has stringent policies in place regarding the promotion of casinos, betting companies, and poker rooms. Secondly, several major countries have chosen to block the TikTok app for various reasons, including political considerations. As a result, media buyers must consider not only the relatively low cost of TikTok ads but also the unique dynamics of the market when planning their strategies.