Wagering operators have been urged by the New South Wales (NSW) Government to ensure their adverting effectively communicates responsible gambling messages. 

A show cause notice has been issued to two betting operators for television ads that violate the agreement on responsible gambling. 

To reduce the risk of harm, Liquor and Gaming NSW’s Executive Director of Regulatory Operations and Enforcement Jane Lin advised wagering operators to ensure their advertising addresses these messages.

“In one instance, the responsible gambling message was barely audible – while the rest of the ad could be heard loud and clear,” Lin said.

“Another operator drastically changed the tone of the voice-over when the message was spoken, going from strong and confident to soft and passive.

“We urge gambling operators and their creative agencies to advertise responsibly and make sure content is in the spirit of providing a clear harm reduction message to consumers and the broader community.

“Betting operators have a vital role to play in reducing risk of gambling harm, and it starts with how they advertise,” noted the official.

In Australia, the National Consumer Protection Framework (NCPF) for Online Wagering requires advertisers to include standardized responsible gambling messages.

The objective is to provide strong, consistent minimum protections for consumers of interactive wagering services licensed in Australia, in line with international best practices.

The statement, released on Tuesday, also stresses that Liquor and Gaming NSW can take a range of disciplinary actions, such as prosecution, if there is evidence that operators have failed in their responsibility to provide clear harm reduction messaging under the NCPF. Wagering operators found guilty face penalties of up to AU$110,000 ($73,300).