While gambling is illegal in the majority of Arab nations, social media influencers are increasingly showcasing BetHalim, Online casinos, and Slot machines. These advertising campaigns often exist in lawless territories; ethical and moral boundaries are frequently disregarded. In this piece, I analyze how these promotions function, why they are possible, and the repercussions that will follow for both the audience and the influencers.
Compared to a few years back, the monetization opportunities for content creators has exploded. Even mid-tier influencers with moderate followings, considered less powerful in the influencer hierarchy, are getting more appealing deals. The increase in demand leads to increased payment for slot promotional advertisements as compared to standard branding campaigns. As competition creeps up, these influencers get to the point where they try to assess how much money they can make without thinking about their reputation.
How Promotion Functions: The Tricks Employed by Advertisers
However, on social media, it is common to find influencers using Instagram, Tik Tok, YouTube, and Telegram to indirectly and creatively market wagers and casinos. Rather than showing advertisements, they often portray “wins” from Casino bonuses or show a lavish lifestyle made possible through online betting. Blurred Stories where brands are mentioned but not shown, links coded in the bios, and names casually dropped are some innovative means used by brands to advertise. It is not rare to see them subtly trying to get traffic on Jawhara.Bet while talking about their interaction with Slots online or during Sports betting advertisements using promo code giveaways.
These promotions have intense appeal to younger audiences because of the combination of aspirational content and the promise of fast cash. Most of these social media figures see these posts as any other routine brand advertisement, and are quite often ignorant of the disclosure, legal, or liability implications.
I have even witnessed some social media figures host live streams where they would pretend to gamble in real time. This adds to the illusion of them being successful, serving as social proof. Other figures opt for the giveaway route, in which case they offer rewards to sponsors who use their link or promo code; in all likelihood, the risks associated with these platforms are never mentioned.
Why it works regardless of the law
One of the reasons why influencers get away with it is because there are regional gaps in the legal system. Also, a good number of influencers live abroad. Subsequently, the accounts they post from aren’t moderated within the local jurisdiction. In regions that speak Arabic, Instagram and TikTok don’t moderate gambling content unless it is brought to their attention.
Furthermore, the majority of online betting sites are situated abroad. They use VPNs and cryptocurrency to access and operate which makes it impossible to enforce any form of jurisdiction on them. Consequently, both influencers and platforms operate in a gray area of the law and bypass any blatant laws in their country that govern their activities, either conveniently choosing to ignore or be unregulated and unaccountable.
Lack of legal guidelines is only part of the story. Many countries lack the resources needed to carry out surveillance activities related to the monitoring of cyber influencers in terms of their invasive content from which specific users can be algorithmically delivered to specific audiences around the globe. The absence of this infrastructure and technology means that very few checks and balances are placed on the influencer.
Countries most affected by this trend
These include Lebanon, the Kingdom of Egypt, Morocco and the United Arab Emirates. Of these countries, these are the most exposed to the trend. In these countries, culture is very well advanced but the law either is weak or not applied consistently. Therefore, without any regulations in control, advertisements have a field day.
It is hard to mention names of specific influencers because there have not been verified reports on them, but on the internet, there is ample evidence of numerous account holders with high follower counts promoting online gambling and betting services. The users who follow them, with some numbers reaching as high as millions are those who can be categorized as gullible and don’t understand the severity of the implications of engaging in these kinds of platform.
With such campaigns, celebrity endorsements can take the covert marketing to the next level. When famous public figures jokingly endorse gambling websites or act as if winning is super easy, it does serve the purpose of normalizing and glamorizing reckless behavior for impressionable audiences.
Influencer Risks and Followers Consequences
Considering impressionable young audiences, the reality is that they are at risk and will be influenced by this type of content. The sad truth lies in the fact that many lack basic financial literacy skills and fall prey to dubious promises of easy money. Getting addicted to gambling along with falling victim to phishing scams and unregulated surroundings only increase the danger.
On the other hand, influencers are in the danger zone too. Especially those in Gulf countries where the laws are incredibly strict face the consequences of content bans, demonetization, heavy fines, and in some cases, criminal charges. There are instances however where government authorities have forced platforms to suspend accounts or block content that promotes gambling.
The reputational damage is also very real. Influencers facing ostracization and losing association with viewers and brand partners for promoting immoral or illicit services is a common phenomenon. Sensitive finance, educational, or even family brands are among the least likely demographics to collaborate with influencers promoting gambling.
Conclusion
The sponsorship of gambling services from Arab social media personalities marks an alarming oblivion within the social media space. It can appear to be highly lucrative with almost no risk, but at the same time poses a serious challenge in the form of disregarding cultural ethics and laws.
This grey area of marketing won’t remain unobstructed for long, as more regulations come into play. Young people with massive platforms and followings should be more conscious about branded online gambling and betting content in order to reduce the influence of reckless spending in society.
