The Australian Communications and Media Authority (ACMA) has approved new rules in terms of gambling advertising throughout live sports events streamed on the Internet.
Under the new rules, a more restrictive regime is to be implemented on advertising gambling content during live sport online. The piece of legislation, called Broadcasting Services (Online Content Service Provider Rules) 2018, makes sure that streaming platforms would not advertise gambling during sports events aired on the Internet in the interval from 5:00 AM to 8:30 PM.
The rules apply to e-sports and are set to be officially enacted on September 28th, 2018. The new rules have been developed in line with the policy of stronger restrictions imposed on gambling adverts which has been rolled out by the Australian Government. After they come into effect, the ACMA is to closely monitor operation and compliance, and after an initial 12-month period will take into consideration whether to conduct a formal review of the provision’s effectiveness.
This is the first time when online platforms are brought into line with regular broadcasting agencies. Nerida O’Loughlin, Chair of ACMA, also highlighted the fact that such a step creates a safe zone for under-aged individuals and their families, allowing them to watch live sports events on various online platforms without being bothered with sensitive gambling content.
Two Consultations Preceded New ACMA Rules
The new rules allow online platforms display gambling advertising during stoppages outside the “safe-zone” hours. In any case, there will be a 30-minute blackout period before and after live sports events, over which no gambling odds and content could be promoted.
An ACMA spokesperson has revealed for Mumbrella that exemptions will be made during the so-called simulcast, as such programmes are required to comply with the rules that apply to television broadcasting. The exemption, however, will be made only for the online stream of content which is identical to the broadcast transmission and is provided simultaneously with it. In case that the online stream is not the same as the transmitted broadcast, the new rules about online gambling advertising will apply.
Earlier in 2018, the Australian gambling watchdog called for further changes to be brought to the regulation of online gambling advertising in order to protect Australian children from reaching such content at the time when live sports events are streamed online.
The Australian Communications and Media Authority conducted two rounds of consultation on the matter in the process of developing the new regulatory measures regarding gambling advertisements aired online.
A reform package was announced by the Federal Government of Australia in May 2017, with certain restrictions on gambling advertising rules applying to live sports events across both broadcast and digital platforms. At the end of March 2018, daytime gambling advertising was officially banned from broadcasting platforms by the Government. The step was taken as a proactive measure aimed at protecting local customers from possible gambling-related harm, with the competent authorities revealing that they intend to impose certain restrictions on online platforms as well.
- Author
Daniel Williams
