The Seven Network has been fined $13,320 by the media authority for “repeated breaches” of a ban on gambling advertising during live sport, while SBS has become the first broadcaster to offer viewers the chance to block gambling ads.
The crackdown on Seven by the Australian Communications and Media Authority comes after the network aired 49 betting promotions during its Olympics coverage, and was warned not to do it again or face a financial penalty.
Despite the formal warning, a gambling advertisement was shown at 10.38am on 7plus during a live stream of an NFL American football game on 12 December 2022.
Acma prohibits gambling promotions during live streams of sporting events between 5am and 8.30pm, including the five minutes before and after a game.
Meanwhile, from next year viewers of SBS On Demand will be able to choose not to see gambling advertising on the platform, as well as ads for alcohol and fast food.
The innovation was announced by the managing director, James Taylor, at the broadcaster’s 2024 program launch in Sydney, where he described it as “responsible advertising at its best”.
SBS has won some wagering and liquor advertisers over, including Endeavour Drinks and Tabcorp, by arguing that the new option not only gives viewers control but ensures advertisers are targeting consumers who are receptive to their product.
“SBS already takes significant steps to ensure we are meeting the responsible advertising expectations audiences have of us,” Taylor said.
“For certain categories, SBS will utilise the benefits that digital provides, and put greater control into the audiences’ hands.”
The chair of Acma, Nerida O’Loughlin, said the public was extremely concerned about the level of exposure to gambling advertising in live sporting coverage across all platforms and broadcasters.
“Acma expects broadcasters to have robust systems and processes and associated assurance mechanisms in place to support compliance with these laws,” O’Loughlin said.
Seven told the authority the streaming of the ad was an isolated event.
“Seven has told us that the measures it has in place are adequate to ensure future compliance and it does not need to do more,” O’Loughlin said.
“Following repeated breaches by Seven, we will continue to closely monitor their compliance with the rules to make sure that is the case.”
An Acma report last month found more than a million gambling ads aired on free-to-air television and radio in just 12 months, while an estimated $238m was splashed on campaigns to lure people into betting.
The findings came as the federal government considers whether to accept a bipartisan parliamentary committee’s recommendation to ban all gambling advertising from online bookmakers within three years, based on “powerful evidence” of community harm.
The committee’s 31 recommendations include a total ban on advertising for online gambling within three years, as well banning inducements – such as bonus bets – and trailing commissions.
The prime minister, Anthony Albanese, has described online gambling advertising during live sport as “reprehensible”.
The Guardian announced a global ban on gambling advertising this year, arguing it is unethical to take money from services that can lead to “addiction and financial ruin”.
