Pengalaman Masyarakat dalam Menghadapi Maraknya Iklan Judi Online di Instagram

Giri Senjaya, Haryadi Mujianto, Annisa Husnusyifa

Abstract


The rise of online gambling advertisements on Instagram illustrates how social media algorithms shape users’ digital experiences through targeted and repetitive exposure. This study aims to explore how individuals experience and interpret the presence of online gambling advertisements on Instagram, including the emotions, perceptions, and responses that emerge during their interactions with such illegal content. Using a descriptive qualitative approach and netnographic methods, the study observes user activities on the platform and conducts brief interviews with selected participants. The findings reveal that online gambling advertisements frequently appear through Reels, Stories, and anonymous accounts that exploit weaknesses in automated moderation systems. Repetitive exposure generates curiosity, emotional disturbance, and a gradual normalization of digital gambling. Perpetrators employ visual disguise, bot-generated comments, linguistic modifications, and rapid domain rotation to evade detection. The study also highlights that limited digital literacy increases users’ vulnerability to manipulative content. In conclusion, the interaction between platform algorithms, the strategic methods of gambling promoters, and users’ digital literacy collectively shapes public experiences in encountering online gambling advertisements, indicating the need for stronger digital safety measures and regulatory interventions on social media platforms.


Keywords


Online Gambling Advertisement; Instagram; Netnography; Digital Literacy

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DOI: https://doi.org/10.32509/petanda.v8i1.6820

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