Streaming service played gambling ads
Australia’s Network Ten will not face penalties despite its first breach of a ban on gambling advertisement during live sports. The warning will escalate to penalties from the Australian Communications and Media Authority (ACMA), however, if the company once again subjects viewers to betting commercials during sporting events. In its first violation of the ban, Network Ten’s streaming service, 10 Play, played gambling ads during a Socceroos friendly and an A-League women’s match in September 2023.
bipartisan committee…proposed a total ban on wagering commercials during live sports
Network Ten isn’t alone in facing admonishments and potential penalties. Last year, a bipartisan committee chaired by the late Labor MP Peta Murphy proposed a total ban on wagering commercials during live sports. Viewers who complained about wagering commercials might not be happy, though, as the government watered down their proposal to a partial ban.
Rules in place to minimize harm
In the announcement of the violation, ACMA member Carolyn Lidgerwood said: “These rules are in place to minimise potential harm caused by gambling promotional content. Streaming services are expected to have systems in place to provide their ads in line with the law.”
The authority remarked last year that parties placing gambling advertisements in live sporting coverage now face concerns about the level of harm caused by their ads.
As reported by The Guardian: “An Acma report last year found more than 1m gambling ads aired on free-to-air television and radio in just 12 months, while an estimated $238m was spent on campaigns to lure people into betting. The report found gambling companies spent $162m on free-to-air-television, $34.6m on social media advertising, $22.4m on metro radio markets, and $19.5m on other online platforms.”
Network Ten rescinded responsibility, saying the ads aired due to a coding error.
Off-limits hours determine when ads run
In the previous year, Channel Seven faced fines over $13,000 due to repeated breaches of the ban when an advertisement was shown during off-limits hours of an NFL football game on December 12, 2022. A crackdown on Channel Seven began when the network aired close to 50 betting promotions during its 2020 Olympics coverage.
Off-limits hours prohibit wagering commercials during livestreamed sports events between 5am and 8:30pm – including in the five minutes before and after the event – and during live sporting events between 8:30pm and 5am.
The exception? According to The Guardian: “[g]ambling may be advertised between 8:30am and 4pm during any program that is not principally directed at children and is allowed between 8:30pm and 5am.”
Ban could cut into heavy profits
In a proposed partial ban phased in over three years, gambling ads would be prohibited between 6am and 10pm, and would include a ban on all online gambling advertising and sponsorship by the end of the third year.
if the ban is enacted, free coverage of sports may be cut
Free TV Australia, however, known as the peak body for free-to-air commercial broadcasters, rejected arguments for further restrictions on gambling advertisements. The company warns that if the ban is enacted, free coverage of sports may be cut. In addition, the commercial networks would face a loss of approximately AUD$200m (USD$135m) a year from the gambling ads that air on their networks.