Sports betting and gambling ads are everywhere! It feels like you can't escape them, and they're influencing our kids by making gambling seem like a normal, safe, fast and easy way to make money. But it doesn't have to be this way.

By calling out the risks of sports betting and learning ways to protect our kids from betting advertising, we can help young sports fans rediscover the real reasons we love sport: big kicks, drama, winning goals, the atmosphere, community, the excitement!

We're Here For The Game. Not the gambling.

The facts and the stats

Sports betting is growing in South Australia

From 2005 to 2019, the amount lost on sports betting increased from $1.98 million to $8.25 million.1

Sports betting advertising in SA continues to grow

In 2019, top sports gambling companies spent over $3.5 million in advertising. This increased to over $3.9 million in 2020.2

Sports betting brand recognition starts young

75% of kids ages 8 to 16 can name one or more sports betting companies, 25% can name four or more.3

Young men are most at risk

Men aged 18 to 34 are most likely to bet on sports online. Men are more likely than women to bet on sporting events — and are likely to bet more frequently and bet higher amounts. 4

Sports betting is risky business

32% of sports bettors in South Australia gamble at risky levels compared to 27% of poker machine players, and 12% of gamblers generally.5

Kids as young as 12 have participated in sports betting

In survey of Victorian students aged 12 to 17 year olds, 31% of students reported they had gambled, with 52% of those that had gambled having done so at home or at a friend's home.6

Growing community concern7

Beliefs and attitudes

60% of South Australians believe betting on sports is a normal part of life in South Australia.

Concerns about exposure

78% of South Australians are concerned by how much sports betting advertising children are exposed to.

Kids think it's normal

84% of South Australians agreed that betting advertising makes kids think that gambling on sport is normal.

It's important kids know

92% of South Australians agreed it’s important to talk to children and adolescents about the risks of betting on sports.

More needs to be done

Only 20% of respondents had spoken to their child or teenager about the risks involved in sports betting.

You can learn more

Less than 38% of South Australians felt informed enough to talk to children about the risks of sports gambling.

We know exposure to sport betting and gambling advertising normalises this behaviour.

One way to help protect children and teenagers from the risks and potential harm is through education.


1. Queensland Government Statistician’s Office, Australian Gambling Statistics 1992-93 to 2018-19 36th Edition, Brisbane, 2021
2. Advice provided to Department of Human Services by Carat (Media Agency) in August 2021
3. S. Thomas, H. Pitt, A. Bestman, M. Randle, M. Daube and S. Pettigrew, Child and parent recall of gambling sponsorship in Australian sport. Victorian Responsible Gambling Foundation, Melbourne, 2016
4. A. Woods, K. Sproston, K. Brook, P. Delfabbro and M. O’Neil, South Australian Gambling Prevalence Survey, Department of Human Services, Adelaide, 2018
5. A. Woods, K. Sproston, K. Brook, P. Delfabbro and M. O’Neil, South Australian Gambling Prevalence Survey, Department of Human Services, Adelaide, 2018
6. M. Freund, N. Noble, D. Hill, V. White, T. Evans, C. Oldmeadow and R. Sanson-Fisher, The prevalence and correlates of gambling in secondary school students in Victoria, Australia, 2017, Victorian Responsible Gambling Foundation, Melbourne, 2019
7. M. Browne, G. Bryden, A. Russell, M. Rockloff, N. Hing, C. Dittman and M. Lastella, Survey of South Australian Adults’ (18+) attitudes, beliefs and behaviours regarding sports betting 2021, Department of Human Services, Adelaide, 2021