‘What are you prepared to lose today?’: online wager platform ads get new messaging
The ‘Gamble responsibly’ message currently displayed in advertisements of online wager companies is on its way out, making space for seven new taglines coming into effect by the end of March 2023.
According to a government fact sheet, a set of guidelines is available for using different taglines across TV, radio, in-app, digital, print, social media, website and other platforms including outdoor and direct marketing.
A full rotation of applicable taglines within a digital platform must occur over a 12-month period to mitigate message fatigue.
The tagline should also be accompanied by a call to action text: “For free and confidential support call 1800 858 858 or visit gamblinghelponline.org.au”.
The new taglines are:
- Chances are you’re about to lose.
- Think. Is this a bet you really want to place?
- What’s gambling really costing you?
- What are you prepared to lose today? Set a deposit limit.
- Imagine what you could be buying instead.
- You win some. You lose more.
- What are you really gambling with?
The new rule is informed by research commissioned by the Department of Social Services, including observation, survey and interview with 30 punters. The research examined the efficacy of each message on different platforms and gave relevant recommendations.
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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