A new campaign is exposing the tactics sports betting companies use to target young people. PGF Services (the Problem Gambling Foundation) has launched ‘Are You Being Played?’, a campaign that shows just how intertwined gambling and sports viewership are today.
“We’re really concerned about the number of young men getting into sports betting—and the stories we’re hearing are alarming,” says Andree Froude, Director of Advocacy and Public Health at PGF Services.
“Students talking about bets at school, teens in uniform on the bus discussing which football team they’re going to bet on, and more young people reaching out for help.
“Through this campaign, we want to spark curiosity about the tactics sports betting companies use to keep people betting—and hopefully prevent harm before it starts.”
PGF worked with creative agency 4:AM to develop a campaign that unpacks ten key tactics used by betting companies.
These include sign-up bonuses, deposit matches and “free” bets, which can create a false sense of reward and low risk. Other tactics include constant push notifications, in-game betting options, and celebrity or athlete endorsements designed to build trust and social appeal.
The campaign looks to empower youth to recognise psychological tricks so they can make more educated choices and avoid getting caught in toxic cycles of harm.
Visit beingplayed.info for more.
Resources help schools tackle youth gambling
Youth were named a priority group for the first time in the Ministry of Health’s Strategy to Prevent and Minimise Gambling Harm (2022/23 to 2024/25).
It led to the creation of a suite of resources to prevent gambling and gaming risks in schools. “That review showed young people need skills to navigate constant gambling exposure,” says Abby Popham, health promoter at national gambling harm support service PGF Services.
“It confirmed schools must play a key role through culturally responsive, sustained approaches like Tūturu, alongside broader public health efforts limiting youth access.”
Tūturu is a free initiative that helps schools adopt a whole-school approach to student wellbeing, encouraging early, genuine conversations that address issues before they escalate.
“The health issues students bring to school are often interconnected,” says Tūturu director Jude Woolston. “Tūturu began with a focus on alcohol and other drugs, but we’ve gradually expanded to include topics like digital harms, energy drinks and, most recently, gaming and gambling.”
“We’ve seen a huge increase in exposure over the past 12 to 18 months, both in available products and how media and influencers talk about them,” says Abby.
With youth gambling increasing rapidly and now deeply entrenched in modern lives via games, social media and advertising, the need for resources is clear.
“We’ve seen cases where school fights have been linked to gambling,” Abby says. She says that gambling is sold online as hope and framed as a gateway to otherwise unattainable wealth.
“Some young people see it as a potential career, and some uni students turn to it when money is tight. But what’s portrayed online is all about big wins, not the reality.” Explore and download the free resources at www.tuturu.org.nz/gambling or contact admin@tuturu.org.nz.
Gambling risk expert says complexities grow
The rise of sports betting and online gambling is no longer just a concern for adults. With smartphones in every pocket and gambling ads embedded in everything from TikTok to televised sports, the line between gaming and gambling is becoming blurred, particularly for teenagers and young adults, despite the legal age limit of 18+ in New Zealand.
To better understand the health implications, Professor Peter Adams from the School of Population Health at the University of Auckland has long researched addiction and gambling through a public health lens and shared insights into the current risks facing youth.
According to Professor Adams, “There are several important areas, mainly regulatory failure and government abandoning their duty of care to protect the vulnerable. This has happened for younger people with most products, including lottery, pokies, and online sports gambling.
“Another area of concern is the increasing inclusion of at-risk microtransactions (such as loot boxes) in gaming. We are beginning to research this area.
“Central to public health approaches to addictive consumption is availability, and these platforms have increased the availability of gaming exponentially. Accordingly, the rates of young people experiencing problems will go up.”
Professor Adams points to three major risk factors: “The main factors in terms of harm are: availability, marketing and product design. All these are highly relevant to young people: availability is increasing rapidly with online gambling, particularly sports-related gambling and the legalisation of online casinos.
“The use of third-generation and algorithmic marketing on social media is particularly concerning. Product design is managed by gambling providers with few constraints from the government.”
Marking, particularly on social media, is tailored to target young audiences with algorithms that reinforce risky behaviour.
The risk is amplified by a lack of adequate regulation and the normalisation of gambling in youth culture, especially through sports.
“All forms of marketing contribute to the normalisation of gambling, the disguising of harms and the targeting of at-risk groups. Besides normalisation, these also contribute to the recruitment of heavy users and their retention.”
Educators and parents may not immediately recognise the signs of gambling harm, as it can be hidden in seemingly harmless activities. Yet, its effects are far-reaching.
“As with all addictive behaviours, they have a complex relationship with people’s wellbeing that includes their social and mental functioning.
“One PhD I supervised, Fiona Rossen, looked at the relationships between youth gambling and social connectedness, and found, like with many other at-risk behaviours, gambling issues were associated with low connectedness to school, friends, and family.”
Professor Adams also highlights broader societal risks: “The harms are to research integrity, democratic systems, community integrity, etc. I have written considerably on this, including a key book; Gambling, Freedom and Democracy.”
Professor Adams believes real change starts at the top. “The key challenge is government complicity with industry. This is the main area I research…I think the benefit funding is a key target for change because, as it stands, it prevents other forms of change.
“But this requires government will. So perhaps we need to look more specifically at government integrity and look at establishing an integrity commission that has oversight of how lobbying and industry influence is managed.”
As schools face growing pressure to safeguard student wellbeing, understanding the risks of gambling and advocating for stronger protections for young adults about to turn 18 should be part of the wider conversation.
What to do if you are concerned
There are a couple of approaches you can take if you are concerned that a young person may be experiencing gambling harm.
Signs such as secretive online activity, unexplained financial shortages, changes in mood, irritability, or withdrawal from friends and family can indicate that someone is facing such a situation.
In schools, teachers may notice students frequently discussing bets, becoming preoccupied with sports results, or showing declining academic performance. These behaviours might not necessarily mean gambling problems, but can signal the need for a conversation.
Open, non-judgmental dialogue where the young person is approached sincerely and without criticism is vital. Encouraging honesty and creating a safe space to discuss worries can reduce shame and resistance.
Local services such as PGF Services, youth counselling services, and trained mental health professionals can provide targeted help. They offer guidance on safe limits, coping strategies, and interventions to prevent further harm.
Schools can also integrate these resources into wellbeing programmes and provide confidential support for students.
Educators, parents, and caregivers should work together to create consistent boundaries, reinforce positive behaviour, and maintain ongoing conversations about money, risk, and digital exposure.
Early recognition and intervention can prevent minor gambling issues from developing into serious harm, supporting young people to engage safely with sports, gaming, and social media while protecting their wellbeing.
