Snapchat has long been considered the home of the most iconic filters, partnering with brands to launch new products or build hype for new TV shows, but this feature has taken a dark turn with Aussie children reportedly being shown promotional filters for Sportsbet via the app. 

Despite attempts from the platform to restrict access to the filter to users under 18, The Guardian is reporting that the filters are appearing on underage accounts when shared directly with them by friends who are 18+. The ads feature Sportsbet logos and links to create a gambling account. 

One of the filters transforms the user into a racehorse with a Sportsbet colour-themed rosette, while the other turns users into a presenter with a Sportsbet microphone.

A spokesperson for Snapchat said that advertising policies restrict ads based on users’ age for certain regulated categories, including gambling, which must be targeted to users aged 18+ in Australia.

“Snap makes available sophisticated targeting tools to advertisers to help enable their ads to reach the right audience, and we have a strong track record in ensuring advertising campaigns on Snapchat are viewed by the right audience demographic,” the spokesperson said.

A Sportsbet spokesperson said: “Sportsbet applies 18 plus age gating measures on Snapchat and other social platforms. We take all reasonable steps to ensure our content reaches adult audiences, including restricting anyone under 18 from clicking on a Snapchat image through to any Sportsbet pages”.