BookTok influencer Luke Bateman fronting responsible gambling campaign
BookTok influencer and former NRL player Luke Bateman is fronting a responsible gambling campaign for the NSW Government.
The former Canberra Raiders forward has been unveiled as the face of the NSW Office of Responsible Gambling’s new GambleAware Parents’ Campaign, which aims to warn parents and caregivers about the influence they have on young people’s attitudes towards gambling.
Bateman, who has previously spoken publicly about his own struggles with gambling harm during his rugby league career, was chosen to lead the campaign as officials intensify efforts to reduce adolescent exposure to betting.
MORE: Gambling in Australia
The campaign is primarily targeting men with teenage children or those who play a significant role in young people’s lives.
“Gambling harmed my life for a long time and continues to harm the lives of many people across Australia,” Bateman said.
The campaign will run across Instagram, Facebook, YouTube and Spotify, while Bateman’s own social media channels — where he has built a large following promoting reading and literacy content — will also feature campaign messaging.
According to the NSW Office of Responsible Gambling, research found two-thirds of NSW parents who gamble do so in front of their children, particularly fathers, while more than one-third are either indifferent to or approving of adolescent gambling.
Office of Responsible Gambling Director Alison Parkinson said studies had shown many young people experiencing gambling harm were first introduced to gambling activities at home.
“Our research shows parents and carers have the greatest influence on youth gambling and their children’s attitudes towards it,” Parkinson said.
“The NSW Longitudinal Youth Gambling Study 2024 and the NSW Youth Gambling Study 2022 showed that young people who experience gambling harm often began gambling with parents at home and felt excited about gambling in adolescence.”
The campaign encourages parents to avoid gambling in front of children, supervise online activity and openly discuss gambling risks.
