Doctors in Australia are worried about the promotion of poker machines on social media.

Doctors in Australia are expressing concern, claiming that social media influencers—and possibly the platforms hosting their content—have violated general consumer safety guidelines.

Dr. Danielle McMullen of the Australian Medical Association has been quoted by The Guardian, a leading British media organization with an influential presence in Australia, strongly opposing the growing trend of promoting poker machines. Dr. McMullen has noted a surge in videos that not only showcase but also glamorize poker machines. These videos, often sourced from real venues, depict social media users winning substantial amounts from seemingly small bets. One highlighted example features a video where a player turns a $5 stake into a $164,000 win, although the currency is not specified. However, important details such as the user's previous losses or their overall gambling deficit are conveniently omitted. Dr. McMullen has urged lawmakers to take action, emphasizing that these videos are particularly targeting young individuals by glamorizing a dangerous habit that should not be encouraged. She stated, These videos reveal that our gambling regulations are outdated. They function like advertisements for gambling, and our governments must seriously address how to manage this kind of content. Australia has been exploring strategies to mitigate the harmful effects of poker machines, including initiatives like carded play and restrictions on external advertising for poker machine clubs. Yet, tackling advertising on social media remains a significant challenge.

Meta, one of the companies whose platforms have hosted the advertisements mentioned by Dr. McMullen, informed the Guardian of its commitment to preventing unauthorized gambling messages. The Australian Medical Association has expressed concern over how these messages reach the public. Social media influencers rarely warn about the addictive nature of gambling, and responsible gambling messages are often absent from these videos. Some social media channels seem to focus solely on showcasing victories from playing poker machines. Australian doctors warn that if this practice continues unchecked, societal costs will rise.