Strict rules limiting advertising in the regulated gambling sector lose all meaning if aggressive promotion by unlicensed operators, who are actively exploiting social media, is not tackled at the same time, writes journalist Joe Streeter in a review for iGaming Expert.
The spread of viral content and collaborations with well-known influencers have become the norm, with TikTok showing the sharpest edge of this problem. The short-video platform has deeply embedded itself in the daily lives of young people and exerts significant influence on shaping their cultural values.
Despite an official ban on gambling operators having a presence on TikTok, a flood of content glamorizing crypto “crash games” continues to penetrate its algorithms and reach an impressionable teenage audience.
For those who grew up idolizing figures like David Beckham or Robbie Williams, the influence of modern influencers such as HstikkyTokky and SteveWillDoIt may seem less significant. However, underestimating their role only amplifies existing risks and deepens the blind spots in safeguarding measures.
The influence of past generations’ idols was mostly limited to style and appearance: in my case, it meant wearing gold Adidas Predators or sporting a flashy bleached mohawk — which, in the end, only complicated my attempts to get a first girlfriend and ruined dozens of family photos.
Today, however, a new wave of influencers exerts a far more dangerous impact — selling young people the dream of quick wins in crash games through platforms where real protective barriers are entirely absent.
Nipping It in the Bud
First experiences should never be underestimated. The first football match I ever watched was the 1999 Champions League final — it forever made me a Manchester United fan, something that in recent years has brought plenty of suffering.
My first exposure to gambling, like many of my friends, came from casually glancing at weekend betting slips — in a pub or at a stadium before a football round. It was far from perfect, but the focus was on fun and sports excitement.
Today, for many, their first encounter with online gambling looks very different: watching an influencer they idolize recklessly chase “financial freedom” in crypto crash games.
The problem is that, in many cases, the money these influencers are gambling with isn’t even their own. The emotions are staged, the lifestyle is fake. The sole purpose is to lure vulnerable viewers to an unlicensed operator and drag them into a risky game.
Yes, sports betting and online gambling can be fun, but it is crucial that the first introduction happens responsibly.
Early education plays a decisive role — there’s no doubt about that. What remains unclear is who exactly should take responsibility for shielding minors from such content.
At present, there is virtually no regulatory body overseeing operators who employ such predatory tactics. This leaves us relying either on the “moral responsibility” of social media platforms or on government intervention. Unfortunately, neither option currently inspires confidence that this growing epidemic can be stopped.
Regulatory bodies capable of effectively monitoring operators with such aggressive practices are practically nonexistent. As a result, the choice comes down to hoping for the “moral conscience” of social networks or state intervention — but neither path provides real reassurance that the problem will be contained.
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