Will the Government's Online Gambling Advertising Legislation Ever Eventuate?
Will the government's online betting advertising legislation ever eventuate? Don't wager on it
1. David Rowe Emeritus Professor of Cultural Research, Institute for Culture and Society, Western Sydney University
2. Hunter Fujak Senior Lecturer in Sport Management, Deakin University
David Rowe has gotten funding from the Australian Research Council to support research study relating to this article: Struggling for Possession: The Control and Use of Online Media Sport (with Brett Hutchins, DP0877777); 'A Nation of "Good Sports"? Cultural Citizenship and Sport in Contemporary Australia' (DP130104502), and 'Australian Cultural Fields: National and Transnational Dynamics' (with Tony Bennett et al, DP140101970).
Hunter Fujak does not work for, consult, own shares in or get financing from any company or organization that would gain from this article, and has revealed no relevant affiliations beyond their academic visit.
Deakin University and Western Sydney University provide financing as members of The Conversation AU.
https://doi.org/10.64628/AA.69ptrywag
As the next federal election came into view before the summer season break, issue increased that Labor would not be honouring its dedication to present brand-new restrictions on online (especially sport) gambling advertising during the existing parliamentary sitting.
Those fears were well-founded, despite pressure from lots of sides and broad bipartisan political assistance.
The Greens made a last-ditch attempt to work together with the federal government to pass some reforms in the February 2025 sitting, however were rebuffed.
Instead, Communications Minister Michelle Rowland blamed the delay on the complexity of advertising reform and the requirement to continue assessment.
This is in spite of a Legislature query into the damaging impacts of online gambling, led by the late Labor MP Peta Murphy, concluding in June 2023.
In the meantime, much less well-researched but wider-ranging legislation banning kids under 16 from using social media was introduced and passed in just 8 days in November 2024.
There are both deep historic and immediate political factors why this legislation has actually been slowed down.
A country of sporting gamblers
Professional sport in Australia has an inglorious history of promoting unhealthy goods and services, consisting of cigarettes, sweet beverages, quickly food, alcohol and gambling.
Television and, later, online advertisements have actually been especially efficient cars for linking sport gambling with potential consumers.
This has actually triggered extensive objections to the health and social consequences and intrusiveness of gambling marketing.
There is convincing proof that Australia's world-leading per capita expenditure on gambling and the important function of sport gaming advertisements trigger harm to a significant number of individuals, families and neighborhoods.
Such harm consists of unfavorable results on relationships, health, psychological wellbeing, financial resources, work and study.
The gamblification of sport
Although sport comes third amongst the main locations of gambling in Australia, it is by far the most prominent, specifically in homes.
Learn more: Pokies? Lotto? Sports betting? Which kinds of problem gambling impact Australians the most?
The so-called gamblification of sport, sped up by digitisation, normalises the principle of betting chances amongst children and youths.
Sport and media's interest for betting money has actually provoked strong pushback over its negative social repercussions, with installing public pressure for higher controls on gambling marketing.
A recent survey found about 72% of those surveyed wanted to ban online gaming advertisements, while another of AFL fans reported 76% supported tv and radio ad bans.
The response of and to the Murphy Report
Your House of Representatives Standing Committee on Social Policy and Legal Affairs was charged with investigating online gambling and its impacts.
It made 31 recommendations, with unusual cross-party support, in its "you win some, you lose more" report (which was not only about sport).
Contrary to many public debate and media reporting, it did not formally recommend a blanket ban on all betting advertising. Its terms of reference only covered online betting.
But Murphy's foreword - requiring a "phased, comprehensive restriction on all gambling marketing on all media; broadcast and online, that leaves no space for circumvention" - captured the most attention.
The main recommendation was for a three-year, four-phase restriction on all kinds of online betting marketing. Dedicated racing channels and programming were exempted and little neighborhood radio broadcasters provided additional time to comply.
After further assessment lasting practically 18 months, it's clear this calibrated proposition is not favoured by the government.
Journalists were backgrounded about a watered down law topping advertisements for betting at two per hour per TV channel before 10pm, and prohibiting them for an hour either side of a live sport occasion. A blanket ban would apply just to wagering advertisements on social media and other digital platforms.
Yet even these more modest reforms did not as expected.
The factor, it has been extensively reported, was heavy lobbying by the sport, media and betting industries.
High-stakes horse trading
The fortunate access to government gained by these sectional interests has had a powerful effect on betting legislation.
The Coalition of Major Professional and Participation Sports has actually continually resisted tightening up regulations on sport sponsorship and betting ads.
It declares their reduction or loss would harm the financial viability of its members and their support for grassroots sport.
However, Australia's significant sports leagues obtain considerable gaming income from direct sources (sponsorship, item charges) and indirectly from the worth of media rights.
The AFL and NRL generated cumulative earnings of $1.06 billion and $701 million respectively in 2023.
So while sport leagues would have less capacity to monetise their media rights if gambling advertisements were decreased, it would neither threaten professional sport in basic nor seriously jeopardise funding of junior participation.
Follow the cash
An Australian Communications and Media Authority report discovered capital city free-to-air television included 1,381 betting spots daily between May 2022 and April 2023.
Gambling companies invested $162 million on free-to-air television marketing throughout this duration, not including more financial investment on membership platforms.
As free-to-air commercial TV is already losing advertising earnings to digital media platforms, constraints on this lucrative marketer category would not be as quickly taken in today as the tobacco advertising bans in the 1970s.
This is why sports and their media and betting partners are combating so hard against the legislation.
And all this capital streaming to and through sport, gambling, and media has actually produced the potential to inflict political damage on gambling reforming governments.
Negotiations behind closed doors can quickly break out into public campaigns, similar to the infamous "axe the (carbon) tax" agitation, if powerful organisations are not satisfied.
Gambling and the young voter
Sport gambling ads in Australia have specifically targeted young guys in a jocular larrikin style. But young females are now likewise being caused to bet in higher numbers.