Exploring Social Media Influencers Promotion of Online Gambling Among South African Youth

Abstract

The COVID-19 pandemic has accelerated the digitalization of daily life, shifting work, education, and social interaction into the online environment. Within this context, social media has become a powerful platform for marketing and behavioural influence, reshaping how young South Africans engage with online gambling. This study examines the role of social media influencers in promoting and legitimizing online gambling among South African youth through a qualitative content analysis of posts on Instagram, TikTok, and Facebook. The findings reveal that gambling-related content is frequently embedded within lifestyle, entertainment, and aspirational narratives that portray gambling as a routine, glamorous, and desirable activity. Such portrayals contribute to the normalization of gambling, blurring the line between leisure and risk-taking behaviour. The findings further highlight the growing social and psychological consequences of this trend, including financial vulnerability, addiction risks, and cases in which some South African higher education students reportedly use their National Student Financial Aid Scheme (NSFAS) allowances to fund online gambling activities. Moreover, the study identifies significant regulatory gaps between current social media marketing practices and existing South African gambling legislation, exposing weaknesses in the oversight of influencer advertising. These findings underscore the urgent need for stronger regulatory frameworks and ethical standards governing digital marketing and gambling promotion. The paper concludes with recommendations for policymakers, regulators, and digital platforms to strengthen advertising controls, enhance consumer protection, and promote media literacy initiatives aimed at mitigating the harmful effects of influencer-driven gambling promotion among South African youth.