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Media Brand Strategy Gambling

Gambling advertising during sporting events under threat in Australia


By Danielle Long | Acting APAC Editor

May 19, 2023 | 3 min read

Australia's review of online gambling advertising around sporting events has taken a turn after the country's Prime Minister Anthony Albanese called the ads "annoying".


Australia's sports betting advertising under threat from government review

Albanese's government is currently reviewing online gambling and its impact on citizens, including the effectiveness of current rules which limits sports betting advertising shown to children across social media, sponsorship and branding.

The review is believed to be targeting televised segments which include live odds and sports betting, which experts believe could jeopardise up to $300 million in ad revenue to the major networks.

Albanese's comments to media follow calls from the opposition parties and independents to ban sports betting advertising during and around broadcasts of sporting matches.

While the prime minister said he did not wish to "pre-empt the review" he expressed his "personal" view that he finds them "annoying".

Australia's commercial television body Free TV has strongly opposed an advertising ban, stating the sector was already heavily restricted and further rules, “would have significant revenue implications for Australian TV networks and their ability to invest in sports; news and current affairs; and Australian content”.

A ban would also likely impact the sporting bodies and codes, all of which rely heavily on revenue from gambling companies.

According to Nielsen figures, Australia’s gambling industry increased its advertising spend on advertising by almost $200m in the 10 years from 2011-2021; however, that figure does not include in-stadium advertising or sponsorships by gambling companies.

Gambling advertising is the latest area to come under review by the Australian government; targeted advertising is also under threat as the government reviews its data and privacy legislation.

Media Brand Strategy Gambling

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