Sportsbet is targeting young women on TikTok to diversify male client base, experts say

A pre-Super Bowl ad promoting novelty bet' markets on Rihanna's halftime show is part of a trial on the social media platform

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Online gambling company Sportsbet is using TikTok to deliberately target young women with advertising designed to diversify its predominately male client base, according to gambling researchers and marketing experts.

Gambling promotions are banned on TikTok but late last year the Chinese-owned social media company agreed to allow Sportsbet to target Australian users as part of a strictly-controlled trial.

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