Australia’s leading gambling operators collectively spent upwards of $240,000 on Facebook advertisements centered around novelty bets for the recent U.S. election. This substantial ad investment by operators like TAB, Ladbrokes, Sportsbet, and Neds arrives just as the Australian government is expected to respond to recommendations from a parliamentary inquiry advocating for a three-year phase-out of online gambling ads. These U.S. election-themed ads featured wagers on Trump’s speech content and attire, underscoring the high-stakes nature of Australia’s gambling advertising climate amid impending regulatory changes.

Advertising Surge Targeted at U.S. Election-Themed Bets

- Focus on Election Novelty Bets: As reported by *The Guardian*, Australia’s top gambling companies spent heavily on Facebook ads last week, promoting unusual bets tied to the U.S. election. Examples included wagers on the color of Donald Trump’s tie and whether his speech would mention fraud or legal challenges.
Timing with Regulatory Expectations: This advertising push occurs just weeks before the anticipated release of the Australian government’s response to a parliamentary inquiry recommending a ban on online gambling ads within three years, intensifying the spotlight on these companies.

Top Advertisers and Their Election Spending

- Leading Facebook Advertisers: Between October 31 and November 6, TAB, Ladbrokes, Sportsbet, and Neds emerged as Australia’s top Facebook advertisers in political content, spending a combined $229,789 on U.S. election-themed ads.
Ad Spend Breakdown: Meta’s ad tracking tool indicates that TAB led with a substantial $100,225 spent on U.S. election-related ads, while Palmerbet ranked as the 12th-largest advertiser, investing around $11,000 during this period.

Exclusion of Broader Campaigns: Notably, Meta’s ad library tool, which catalogs political and social issue ads, excluded broader gambling promotions from this tally, such as campaigns around the Melbourne Cup, Australia’s premier horse racing event, which occurred the day before the U.S. election.

Targeted Ads and Novelty Bet Promotions

- Appealing to Younger Audiences: TAB reportedly allocated between $175,000 and $200,000 to a single U.S. election-related advertisement aimed primarily at younger male demographics, particularly those under 35.
Ladbrokes and Neds’ Unique Bets: Ladbrokes introduced markets for bets like whether the losing candidate would concede on election night, while Neds placed an $18,000 market on whether Travis Kelce would endorse Kamala Harris before the election and offered another on Trump’s choice of tie color.

Sportsbet’s Animated Ad Investment: Sportsbet invested between $25,000 and $30,000 on a computer-generated ad featuring Kamala Harris and Donald Trump, showcasing how Australian gambling operators utilized digital marketing to attract attention to their U.S. election bets.

Implications of Australia’s Potential Gambling Ad Ban

- Imminent Regulatory Changes: Australia’s government is expected to soon respond to the parliamentary inquiry that recommended a complete phase-out of online gambling ads within three years, a move that would heavily impact the advertising practices of companies like TAB, Ladbrokes, and Sportsbet.
Growing Pressure on Gambling Ads: With rising concerns over the influence of gambling ads on younger Australians, regulatory scrutiny is intensifying, making the heavy expenditure on U.S. election bets a noteworthy and possibly controversial marketing strategy.

Potential for Advertising Reforms: If the government adopts the inquiry’s recommendations, the advertising strategies seen during the U.S. election season may become unsustainable, prompting Australian gambling operators to rethink their promotional approaches.