The Victorian Gambling and Casino Control Commission (VGCCC) has launched a new public awareness campaign encouraging people to set gambling limits before placing bets, amid growing concerns over the normalisation of wagering and declining perceptions of gambling-related harm.
The campaign, titled “Beat Dumb Thumb – Set Limits Before You Bet”, focuses on the ease of betting through mobile applications and aims to encourage low to moderate-risk gamblers to adopt safer gambling habits before they start wagering. According to the VGCCC, the campaign is based on the idea that betting apps can sometimes make users feel as though their thumbs are acting on their own, leading to more gambling than intended.
“Aussies live for sport, and we’re being spoiled for choice right now, especially with the Socceroos making an incredible start at the FIFA World Cup, and of course, the AFL season in full swing,” Suzy Neilan, VGCCC CEO, said. “That’s why it’s crucial people who choose to gamble on sport understand how gambling apps work and use practical steps like setting limits to help beat Dumb Thumb.”
The regulator said the campaign will run across Victoria through social media platforms, radio, outdoor advertising and broadcast television.
Three steps to reduce gambling harm
At the centre of the campaign are three recommendations designed to help people reduce their risk of experiencing gambling harm. The VGCCC advises gamblers to spend no more than 2 per cent of their take-home pay on gambling, gamble no more than once a week, and participate in no more than two forms of gambling.
The regulator said these measures are intended to help people maintain control of their gambling activity before problems develop.
Neilan stressed that setting limits should be viewed as a preventative measure. “This is about safety. Setting a limit is like putting on a seatbelt as soon as you get in the car. Limits can reduce the likelihood of you experiencing gambling harm.”
“Gambling is a personal choice, and it’s vital that people have the knowledge and practical tools to manage their activity and participate safely,” she added.
The regulator said the campaign targets people who may not currently see themselves as at risk but could benefit from adopting protective behaviours.
Young men remain a key concern
The VGCCC highlighted wagering and sports betting as one of the fastest-growing gambling segments in Victoria. According to the regulator, as many as one in four men aged between 18 and 34 gamble regularly, while more than a quarter of those gamblers report experiencing at least one form of gambling harm.
“Wagering and sports betting is growing. As many as 1 in 4 young men (18-34) gamble regularly, and just over a quarter of them report experiencing at least one form of gambling harm,” Neilan said.
The regulator identified seven categories of gambling harm: relationship difficulties, health problems, emotional or psychological distress, financial problems, issues affecting work or study, cultural problems and criminal activity.
Victorians collectively spend more than AUD7 billion ($4.8 billion) annually on gambling products, including around AUD2.6 billion ($3.1 billion) on wagering and sports betting.
Operators warned over compliance obligations
While the campaign focuses on helping individuals make safer choices, the VGCCC said wagering providers also have a responsibility to minimise harm and comply with regulatory requirements.
Since 2022, the regulator has taken disciplinary action on 12 occasions against six wagering service providers. These actions include a AUD4.6 million ($3.1 million) fine imposed on Tabcorp for repeated breaches of its Responsible Gambling Code of Conduct and licence conditions. The VGCCC has also prosecuted five wagering providers in the Magistrates’ Court during the same period, resulting in total fines of AUD349,000 ($240,810).
“We have no tolerance for deliberate or opportunistic contraventions of the law and will not hesitate to take appropriate action when we detect a breach,” Neilan said. “Gambling providers, including sports betting companies, must meet their legal obligations and uphold their social licence by operating responsibly and fairly.”
The regulator encouraged members of the public with concerns about the conduct of gambling operators to submit complaints or tip-offs through its website or dedicated reporting channels.
Campaign aligns with VGCCC’s 2025–26 strategy
The Dumb Thumb campaign aligns with the VGCCC’s broader regulatory agenda outlined in its Annual Plan 2025–26, released in October 2025. The plan sets out the Commission’s strategy to protect Victorians from gambling harm, strengthen industry accountability and improve public confidence in gambling regulation.
At the time of the plan’s release, Neilan said the regulator intended to become “bold, intelligence-led, data-driven, and deeply connected to the communities we serve.”
The annual plan identified harm prevention as a core priority, including measures to detect risky gambling behaviour earlier, protect minors and excluded individuals, improve advertising standards and strengthen collaboration with law enforcement agencies.
Among the initiatives outlined were a five-year public awareness programme focused on gambling harm, continued support for mandatory carded play and pre-commitment reforms, and investments in technology designed to improve regulatory oversight.
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