Breanna Jayne Sada
By Breanna Jayne Sada
With major sporting events like the World Cup capturing the attention of Australians, many families will be gathering around televisions, checking scores on their phones, and cheering on their favourite teams. For most of us, sport is a source of connection, excitement, and community. However, alongside the excitement comes something else that has become increasingly difficult to ignore: gambling.
As a psychologist who works with young people, I am becoming increasingly concerned about the normalisation of gambling in sport and what this means for the next generation.
Many of today’s teenagers have grown up in a world where betting advertisements are woven into sporting broadcasts. Odds are discussed before games begin, betting companies sponsor teams and events, and advertisements often portray gambling as a normal part of being a sports fan. For young people, this repeated exposure can create the impression that gambling and sport naturally belong together.
While the Australian Government announced reforms to gambling advertising earlier this year, many of these changes have not yet come into effect. This means families are still likely to be exposed to significant amounts of gambling advertising during major sporting events over the coming months. As parents, it is important to be aware of this influence and to start conversations with our children before the messages from advertisers become their primary source of information.
To understand why gambling can be so attractive to teenagers, we first need to understand a little about adolescent brain development.
The teenage years are a period of enormous growth and change. During this time, the brain’s reward system is highly active and sensitive to experiences that feel exciting, novel, or rewarding. At the same time, the prefrontal cortex, the part of the brain involved in planning, impulse control, and weighing up long-term consequences, is still developing.
This combination can create a perfect storm. Teenagers are naturally drawn towards excitement and reward, while their ability to consistently evaluate risk is still under construction.
One of the key chemicals involved in this process is dopamine. Dopamine is often referred to as the brain’s “reward chemical,” but it is perhaps more accurate to think of it as the brain’s motivation and anticipation chemical. It helps drive us towards experiences that might be rewarding.
Importantly, dopamine is not only released when we win. Research shows that uncertainty itself can be highly stimulating for the brain. The possibility that you might win can sometimes trigger an even stronger dopamine response than a guaranteed reward.
This is one of the reasons gambling can become so compelling. Every spin, bet, or wager carries the possibility of a reward. The unpredictability keeps the brain engaged and wanting more. For a teenager whose brain is already highly sensitive to reward and novelty, this can be particularly powerful.
Many parents imagine gambling problems beginning in casinos or through poker machines. However, for today’s young people, sport betting may be the more common entry point.
Teenagers often have a genuine interest in sport. They follow teams, players, statistics, and results. Sports betting companies have become highly skilled at presenting betting as an extension of fandom rather than as a form of gambling.
Messages such as “make the game more exciting” or “put your knowledge to the test” can make betting appear harmless and even logical. Young people may begin to see wagering as simply another way of engaging with sport.
The concern is that repeated exposure can normalise gambling behaviour and lower the perceived risks. What starts as a casual interest in sports betting may increase the likelihood of engaging in other forms of gambling later on.
The good news is that parents remain one of the strongest influences in a young person’s life, particularly when it comes to shaping attitudes and values.
Rather than avoiding the topic, use sporting events as an opportunity to start conversations.
You might ask questions such as:
- Have you noticed how many betting ads are shown during sport?
- What message do you think those advertisements are trying to send?
- Why do you think gambling companies spend so much money on advertising?
- What do you think happens to people who lose money gambling?
These conversations do not need to be lectures. In fact, they are often most effective when they are curious, open, and non-judgemental.
Parents should also consider reflecting on their own gambling habits. Children learn a great deal by watching the adults around them. If you gamble, be transparent about the limits and boundaries you place around it.
For example, you might explain:
- How much money you are prepared to spend.
- Why you never gamble with money needed for essentials.
- That gambling should never be viewed as a way to make money.
- How you decide when to stop.
These discussions help young people develop realistic expectations and understand that gambling carries risks.
Most young people who see a gambling advertisement will not go on to develop a gambling problem. However, the more normalised gambling becomes, the harder it can be for young people to recognise potential risks.
As families enjoy the excitement of sport this season, it is worth remembering that gambling advertisements are also competing for our children’s attention. Taking the time to talk openly about gambling, brain development, advertising, and healthy decision-making may help protect young people long after the final whistle has blown.
