Australia’s Labour government had pledged to reform gambling advertising this year, in response to the June 2023 Murphy Report, which outlined 31 recommendations for reforming the gambling sector in Australia.
Communications minister Michelle Rowland had promised the hotly debated plans would be announced by the end of 2024. However, it appears this will no longer be the case.
Sky News Australia today (25 November) reported that government sources believe the reforms will not progress this year as hoped. Instead, this will be pushed into 2025.
Contradictory reasoning for reforms delay
The reasons for the delay to gambling adverts are seemingly unclear, with ministers giving mixed response to media questioning.
According to the Guardian, sports minister Anika Wells said not all sports stakeholders accepted the current proposals and a delay is needed to find a compromise.
“I’ve got concerns about how [gambling] is impacting sport integrity and how this is impacting our athletes who are being targeted by people because of this,” Wells said. “On the flip side, I have national sporting organisations, professional codes worried about how this will impact the viability of their financial models.
“So, on both sides that I need to look at, I think it needs more nuanced work. I’m looking forward to continuing to work with Minister Rowland on recommendations.”
However, assistant minister for Treasury Andrew Leigh placed the blame on the government not having enough support in the Senate. He said it had not been “able to find the numbers” required for the legislation to pass.
“It’s quite clear at the moment the numbers aren’t there to progress the reforms the government has put through which would significantly curtail gambling ads around major sporting events so there would be a blackout period before and after sporting events,” he said. “It would massively reduce the number of gambling ads that people see on TV.”
Independent MP Andrew Wilkie hit out at the government over this mixed response. He accused it of being “scared stiff” of gambling companies, broadcasters and sporting codes. Senator David Pocock also called the government “gutless” over the issue.
What could new advertising rules look like?
While the reason for delay remains debatable, Sky News said sources revealed some of the ideas being mooted.
Sources told Sky News the reforms could include a ban on broadcast gambling adverts from one hour before and after live sports events. This would mean pundits would no longer be able to discuss betting odds during matches.
Aside from live events, proposals include capping the number of broadcast gambling adverts at two per hour. There would also be a complete blackout on advertising during children’s programming.
So far, the government has been tight-lipped on what the regulations could look like. It had, however, all-but ruled out a full ban on TV and radio advertising. This was recommended in late MP Peta Murphy’s report on gambling advertising reform, which has been seized on by campaigners
Anti-gambling groups, lawmakers and even former prime ministers have been highly critical of the government’s decision to go against the Murphy Report.
On top of this, the government could push for a total ban on digital advertising. This would effectively halt all forms of online gambling adverts, including across social media websites.
However, the gambling industry is seeking a less strict approach. It is lobbying for restrictions on advertising rather than an outright ban. It is willing to accept a ban on broadcast adverts during live events but instead from half an hour before and after matches. The industry is also seeking a three-advert cap outside of live sports programming.
The Green Party has introduced its own bill for reforms, setting out a complete ban on all gambling advertising. It faced its second reading in the senate on 9 October but has not moved forward since.
Original article: https://igamingbusiness.com/marketing-affiliates/marketing-regulation/australia-gambling-advertising-reforms-delayed-2025/
