Will the government's online gambling advertising legislation ever eventuate? Don't bank 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 financing from the Australian Research Council to support research connecting 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, seek advice from, own shares in or get financing from any company or organization that would benefit from this post, and has divulged no pertinent associations beyond their scholastic appointment.

Deakin University and Western Sydney University offer funding as members of The Conversation AU.

https://doi.org/10.64628/AA.69ptrywag

As the next federal election appeared before the summertime break, concern increased that Labor would not be honouring its dedication to introduce new limitations on online (especially sport) betting marketing during the existing parliamentary sitting.

Those fears were well-founded, regardless of pressure from numerous sides and broad bipartisan political support.

The Greens made a last-ditch effort to work together with the government to pass some reforms in the February 2025 sitting, but 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 effects of online betting, led by the late Labor MP Peta Murphy, concluding in June 2023.

In the meantime, much less well-researched but wider-ranging legislation prohibiting kids under 16 from using social media was introduced and passed in simply 8 days in November 2024.

There are both deep historic and immediate political reasons this legislation has been bogged down.

A nation of sporting bettors

Professional sport in Australia has an inglorious history of promoting unhealthy items and services, including cigarettes, sugary beverages, quick food, alcohol and gaming.

Television and, later, online ads have actually been especially effective lorries for linking sport gaming with potential consumers.

This has prompted widespread objections to the health and social effects and intrusiveness of betting advertising.

There is persuading proof that Australia's world-leading per capita expense on betting and the essential role of sport gaming ads cause harm to a considerable variety of individuals, households and neighborhoods.

Such harm consists of unfavorable results on relationships, health, psychological health and wellbeing, financial resources, work and study.

The gamblification of sport

Although sport comes third amongst the primary locations of betting in Australia, it is by far the most prominent, particularly in homes.

Learn more: Pokies? Lotto? Sports wagering? Which forms of issue gambling affect Australians the most?

The so-called gamblification of sport, accelerated by digitisation, normalises the idea of betting chances among children and young individuals.

Sport and media's interest for gambling cash has provoked strong pushback over its unfavorable social effects, with installing public pressure for greater controls on gambling advertising.

A current survey found about 72% of those surveyed wanted to prohibit online gambling ads, while another of AFL fans reported 76% supported television and radio advertisement prohibits.

The response of and to the Murphy Report

The House of Representatives Standing Committee on Social Policy and Legal Affairs was charged with examining online gambling and its effects.

It made 31 recommendations, with uncommon cross-party support, in its "you win some, you lose more" report (which was not only about sport).

Contrary to a lot of public argument and media reporting, it did not officially recommend a blanket ban on all betting marketing. Its regards to recommendation only covered online gambling.

But Murphy's foreword - calling for a "phased, comprehensive restriction on all gambling advertising on all media; broadcast and online, that leaves no room for circumvention" - caught the most attention.

The main suggestion was for a three-year, four-phase ban on all types of online betting advertising. Dedicated racing channels and shows were excused and small community radio broadcasters given extra time to comply.

After additional assessment lasting nearly 18 months, it's clear this adjusted proposition is not favoured by the government.

Journalists were backgrounded about a watered down law capping advertisements for gambling at 2 per hour per TV channel before 10pm, and banning them for an hour either side of a live sport event. A blanket restriction would use only to betting advertisements on social media and other digital platforms.

Yet even these more modest reforms did not proceed as expected.

The reason, it has been widely reported, was heavy lobbying by the sport, media and gambling markets.

High-stakes horse trading

The fortunate access to federal government gotten by these sectional interests has actually had a powerful effect on betting legislation.

The Coalition of Major Professional and Participation Sports has actually continuously withstood tightening up regulations on sport sponsorship and gambling ads.

It claims their decrease or loss would damage the financial viability of its members and their assistance for grassroots sport.

However, Australia's major sports leagues derive considerable gaming income from direct sources (sponsorship, product charges) and indirectly from the worth of media rights.

The AFL and NRL created cumulative revenues of $1.06 billion and $701 million respectively in 2023.

So while sport leagues would have less capability to monetise their media rights if betting ads were minimized, it would neither threaten expert 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 tv featured 1,381 gambling areas each day between May 2022 and April 2023.

Gambling companies invested $162 million on free-to-air television marketing during this period, not consisting of additional investment on subscription platforms.

As free-to-air business TV is already losing advertising earnings to digital media platforms, restrictions on this financially rewarding advertiser category would not be as quickly taken in today as the tobacco marketing prohibits in the 1970s.

This is why sports and their media and betting partners are fighting so hard versus the legislation.

And all this capital streaming to and through sport, gaming, and media has developed the prospective to inflict political harm on betting reforming federal governments.

Negotiations behind closed doors can quickly break out into public campaigns, comparable to the infamous "axe the (carbon) tax" agitation, if effective organisations are not satisfied.

Gambling and the young citizen

Sport betting advertisements in Australia have actually particularly targeted boys in a jocular larrikin style. But girls are now also being caused to gamble in higher numbers.