The Australian Communications and Media Authority (ACMA) has emphasized the responsibility of broadcasters and streaming services to protect Australian audiences from exposure to offshore gambling advertisements during international live sports events.
In a statement, the ACMA highlights growing concerns about the prevalence of gambling ads, particularly those that are inserted virtually or are physically present at venue sites.
According to the ACMA, ‘the existing rules around when gambling ads can be shown during live sport apply to the coverage of international live sporting events that are broadcast or streamed in Australia.’ This includes ads for online gambling services, which may be presented both virtually and physically.
The ACMA acknowledges that various exceptions exist regarding these regulations. For instance, gambling advertisements may be permissible if they are deemed ‘accidental or incidental to other content,’ provided that no benefit was received for airing them. Additionally, ads that broadcasters did not add to the feed and cannot reasonably remove may also fall under these exceptions.
However, advancements in advertising technology have introduced new techniques, such as the insertion of virtual gambling ads alongside traditional physical ads. The ACMA notes that these innovations ‘were not contemplated when the exceptions were developed.’
This has led to an increase in the prominence of such ads during recent international sporting events, raising concerns about whether they exceed what was originally expected as an ‘incidental accompaniment to other matter.’
The ACMA stressed the importance of these issues, especially concerning offshore gambling services: ‘This type of advertising is cause for community concern.’
In light of these developments, the ACMA has outlined specific expectations for broadcasters and online content service providers. They are urged to take proactive measures to secure alternative feeds that do not include any gambling advertisements, particularly those related to offshore services.
If a clean feed is unavailable, broadcasters should work towards implementing solutions—whether through contractual negotiations with feed suppliers or technical methods to remove or overlay ads.
Furthermore, the ACMA requires that broadcasters maintain documentation of these actions for review. ‘We will assess each matter on a case-by-case basis,’ the authority stated, reiterating its commitment to monitoring the situation closely. A key message from the ACMA is clear: ‘If a gambling service cannot be provided to Australians, it should not be advertised here.’
As the landscape of sports broadcasting evolves, the ACMA noted that its guidance aims to safeguard Australian viewers from the potential harms of gambling advertising, ensuring that responsible practices are upheld in the industry.
