Radio and television stations across Australia have made attempts to secure a number of exemptions to the ban the country’s government has imposed on gambling advertising during live sports events. The exceptions the broadcasting bodies insist on were listed in their latest draft with codes of practices. Some of the broadcasting bodies that proposed the exemption include the Commercial Radio Australia, Free TV Australia, and the Australian Subscription Television and Radio Association or ASTRA.
One of the said exemptions seeks to enable Australian television stations to broadcast a gambling advertisement once every two hours during long-form sports events such as cricket or multi-sport competitions like the Olympics. Some lottery and betting companies may also be excluded from the ad ban, with the stations demanding amendments that would allow them to name gambling companies in their sponsorship statements.
The broadcasters’ draft code of practices includes further exemptions from the current legislation that would make it possible to advertise gambling companies on channels which require a paid subscription, such as Eurosport and ESPN, where viewers are provided with a coverage of overseas events.
The Draft Exemptions Caused Massive Disapproval
The ban on gambling advertising was proposed by Prime Minister Malcolm Turnbull and aims to prohibit television and radio stations from broadcasting gambling-related ads during live sports events running between 5am and 8.30pm. The prohibition starts five minutes before the daytime events’ beginning and continues five minutes after their end.
The exemptions proposed in the broadcasters’ draft code caused a wave of public disapproval, especially among anti-gambling campaigners. The campaigners are concerned the exemptions would reduce the ban’s impact. Members of the Victorian Inter-Church Gambling Taskforce commented that the broadcasting bodies in the country are looking to “water down” the efficacy of the ban instead of complying with the government’s decision.
Anti-gambling campaigners are not the only ones to voice their concerns over the proposed exemptions from the ban. Several well-known gambling operators like Ladbrokes, Betfair, and CrownBet have taken the opportunity to acknowledge the public’s concerns about the level of gambling advertising underage viewers are exposed to. The above-listed operators lodged a submission through the Responsible Wagering Australia (RWA) lobby group where they stated the gambling advertising reform was indeed appropriate.
Even children themselves have taken a stance against gambling advertising in the Land Down Under. Only last month 10-year-old Mikayla Krivohlavek addressed the issue in a letter to Daniel Andrews, Premier of the Australian state of Victoria. The girl’s frustration resulted from the fact gambling-related ads were being broadcast on television at all times and can be seen even over family movies or during the commercial breaks of the evening news.
The schoolgirl proposed gambling advertisements should be suspended from the national air. The 10-year-old stressed that it is the government’s responsibility to take care of Australia’s residents and the authorities need to ensure they are not subjected to the negative effects compulsive gambling has on people’s lives.
Broadcasters Have Become More Reliant on Gambling Ads Revenue
It appears that in recent years broadcasters in the Land Down Under have become more reliant on revenue generated from gambling-related commercial content. In fact, the gambling industry has increased the amount it spends on advertising by about 19% – in 2016 alone, almost $150 million were spent on lottery and wagering ads.
What is more, a recent study revealed the latest trend is to show advertisements that target predominantly female viewers. An example would be CrownBet’s ad which features the popular Aussie model and actress Nicky Whelan.
Representatives of Premier Turnbull’s government commented they are to pursue further discussions with the broadcasters. A spokesperson for Mitch Fifield, Minister of Communications, explained the broadcasters’ revised code of practices is only a draft and as such, it is not final.
- Author
Olivia Cole
