What deceptive marketing tactics are used to promote gambling in Indonesia?

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Deceptive Marketing Tactics Employed for Gambling Promotion in Indonesia

Gambling promoters in Indonesia are utilising sophisticated deceptive marketing strategies to circumvent Meta's policies and reach users across its platforms. These tactics involve disguising paid gambling advertisements as innocuous content, such as promotions for video games or health-related topics, to bypass the ban on gambling promotions. The ultimate aim is to redirect unsuspecting users to online betting websites, despite the illegality of gambling and its advertising in the country.
Disguised Advertisements as Health and Lifestyle Content

A significant deceptive tactic involves presenting gambling advertisements under the guise of unrelated, seemingly harmless content. For instance, advertisements have been found promoting tips for lowering diabetes or highlighting the health benefits of various fruits. One specific instance detailed an account running 49 gambling ads with the title "Pomegranate: The Exotic Red Fruit Rich in Benefits." The accompanying Indonesian caption appeared benign, but it served as a gateway to a betting website that promised immediate wins for new registrants.
Targeting Gaming Audiences and Exploiting Vulnerabilities

Promoters are also strategically targeting demographics likely to engage with gaming content, thereby increasing the chances of reaching younger or more impressionable audiences. A 32-year-old Indonesian gamer noted the disturbing nature of these ads on Instagram, expressing concern that children could also be exposed to them. This approach suggests an exploitation of user interests in interactive or entertainment-based content to mask the underlying gambling promotion.
Circumvention of Platform Policies and Enforcement Challenges

These deceptive tactics highlight a persistent challenge in enforcing online content regulations. The Facebook page associated with some of these disguised ads listed its location as Hanoi, indicating a potential effort to obscure the origin of the promotions. Despite Meta's policies against gambling advertisements in Indonesia and government crackdowns, these disguised ads continue to appear. While Meta later removed nearly two dozen advertisements flagged by AFP, the ongoing nature of these violations underscores the difficulty in effectively moderating content across vast digital platforms.

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What deceptive marketing tactics are used to promote gambling in Indonesia?

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