A study in Australia has found that there is a reduction in gambling harm when players opted out of direct marketing.

The research, funded by Gambling Research Australia and undertaken by Central Queensland University, revealed that 23 per cent of people place fewer bets once they opt out of such promotions.

Thirty-nine per cent of people spend less and 67 per cent report fewer short-term harms from their betting, the study found.

The study was funded to examine the impacts of direct and affiliate marketing on new and existing bettors.

It comes as a blanket ban on gambling advertising in Australia continues to be debated.

“The research also identified concerns regarding wagering affiliates, said New South Wales Liquor & Gaming.

“For example, the study found that affiliates are incentivised to promote bets and inducements that maximise losses, and to target people with high-loss potential,” the regulator said.

“It also found that marketing from affiliates, many of whom operate as paid tipsters or free betting information services, can perpetuate the false belief that betting success stems from expertise.”