Live odds updates will no longer be featured in broadcasts of the NRL (National Rugby League) and AFL (Australian Football League), as Australia’s largest bookmaker, Sportsbet, responds to growing public frustration over sports betting promotions.
According to The Sydney Morning Herald, for the first time in years, Sportsbet will refrain from airing live betting odds during match breaks, as well as before and after games. This decision marks a significant shift in the company’s advertising strategy, which had previously included segments presented by former sports stars, including AFL’s Nathan Brown and NRL’s Joel Caine.
These segments often promoted multi bets, which have much lower odds of winning. The move follows a 40 percent reduction in overall wagering advertising over the past year, indicating the sector’s recognition of a deteriorating social license amid increasing calls to limit betting ads that have saturated the market.
A Sportsbet spokesperson stated that “Sportsbet can confirm that after listening to stakeholder and community sentiment on gambling advertising, we have taken the decision to remove integrations and ‘odds style’ ads in live sporting broadcasts.”
The decision comes amid ongoing discussions regarding stricter regulations on gambling advertising. Late Labor MP Peta Murphy previously argued that a partial ban would be ineffective, advocating for a complete prohibition to curb promotions that contribute to gambling addiction, which fuels the over AU$50 billion ($31.6 billion) wagered on sports annually.
Prime Minister Anthony Albanese has faced criticism from crossbenchers for delaying a plan to regulate sports betting more stringently and limit the volume of advertisements.
Communications Minister Michelle Rowland had proposed capping the number of ads to two per hour on radio and TV, banning ads during live sports and match breaks, and implementing an outright ban on social media advertising. However, opposition from media companies and sports executives led to the decision to postpone these reforms until after the election.
While Sportsbet will continue to air ads during breaks in play and before and after matches, the removal of live odds has been welcomed by industry representatives.
Kai Cantwell, head of Responsible Wagering Australia, described the decision as a positive step towards reducing advertising exposure for children and vulnerable populations.
“This move shows the industry is serious about addressing community concerns, particularly for parents who want to shield their children from seeing live betting odds,” Cantwell stated.
He also emphasized that this targeted, self-regulatory approach demonstrates the industry’s commitment to addressing these issues without relying on government intervention.
Piling class action lawsuits
A class action lawsuit was filed this year against Sportsbet, alleging the company engaged in illegal live betting practices that cost bettors millions of dollars. The case, lodged in Victoria’s Supreme Court by law firm Maurice Blackburn, centers on Sportsbet’s “Fast Code” service, which is claimed to have circumvented Australian gambling laws.
Under Australian law, live betting on sporting events is prohibited once the event has commenced, except when wagers are placed entirely via telephone. Sportsbet, owned by Flutter Entertainment, was previously found to have violated this law.
The law firm contends that Sportsbet’s actions flouted the law and contributed to significant financial losses for bettors, specifically covering wagers placed between December 24th, 2018, and December 24th, 2024.
The lawsuit seeks refunds for Sportsbet users who placed live in-game bets using the service over the past six years, excluding bets placed on racing events.
The legal action highlights ongoing concerns over the gambling industry’s compliance with regulations designed to prevent harm. If successful, the class action could compel Sportsbet to issue refunds for millions of dollars in bets placed using the disputed service, raising questions about the effectiveness of existing regulations and the responsibility of gambling operators.
The company has faced several lawsuits in recent years, including a civil suit dropped last October by accused fraudster Benjamin Carter, who alleged Sportsbet encouraged his excessive gambling through incentives.
In another legal dispute, Sportsbet and its insurer, Allied World, initiated proceedings against accounting giant Deloitte last August, accusing the firm of negligence during audits for William Hill Australia.
The lawsuit claims Deloitte failed to identify nearly AU$5 million ($3.1 million) in underpayments to Racing Victoria, alleging that misleading advice affected Sportsbet’s acquisition of William Hill.
