Will the federal government's online betting advertising legislation ever eventuate? Don't wager on it

1. David Rowe Emeritus Professor of Cultural Research, Institute for Culture and Society, Western Sydney University

2. Hunter Fujak Senior Lecturer in Sport Management, Deakin University

David Rowe has received funding from the Australian Research Council to support research relating to this post: Struggling for Possession: The Control and Use of Online Media Sport (with Brett Hutchins, DP0877777); 'A Country of "Good Sports"? Cultural Citizenship and Sport in Contemporary Australia' (DP130104502), and 'Australian Cultural Fields: National and Transnational Dynamics' (with Tony Bennett et al, DP140101970).

Hunter Fujak does not work for, seek advice from, own shares in or receive funding from any company or organization that would gain from this short article, and has actually divulged no appropriate associations beyond their academic consultation.

Deakin University and Western Sydney University supply funding as members of The Conversation AU.

https://doi.org/10.64628/AA.69ptrywag

As the next federal election emerged before the summer season break, concern increased that Labor would not be honouring its dedication to present new restrictions on online (especially sport) betting advertising during the current parliamentary sitting.

Those worries were well-founded, in spite of pressure from lots of sides and broad bipartisan political assistance.

The Greens made a desperate attempt to work together with the federal government to pass some reforms in the February 2025 sitting, but were rebuffed.

Instead, Communications Minister Michelle Rowland blamed the hold-up on the intricacy of marketing reform and the requirement to continue consultation.

This is despite a House of Representatives inquiry into the damaging impacts of online gambling, led by the late Labor MP Peta Murphy, concluding in June 2023.

In the meantime, much less well-researched however wider-ranging legislation prohibiting children under 16 from utilizing social networks was presented and passed in just 8 days in November 2024.

There are both deep historic and instant political reasons this legislation has actually been bogged down.

A country of sporting bettors

Professional sport in Australia has an inglorious history of promoting unhealthy goods and services, consisting of cigarettes, sweet beverages, quickly food, alcohol and gambling.

Television and, later, online ads have been particularly reliable automobiles for linking sport gambling with potential consumers.

This has actually prompted widespread objections to the health and social effects and intrusiveness of gambling marketing.

There is convincing evidence that Australia's world-leading per capita expense on gambling and the important function of sport betting advertisements cause harm to a substantial number of individuals, households and communities.

Such harm includes unfavorable results on relationships, health, psychological wellbeing, finances, work and research study.

The gamblification of sport

Although sport comes third among the main areas of betting in Australia, it is without a doubt the most prominent, especially in homes.

Find out more: Pokies? Lotto? Sports wagering? Which kinds of issue betting affect Australians the most?

The so-called gamblification of sport, accelerated by digitisation, normalises the principle of wagering chances among kids and young people.

Sport and media's interest for betting cash has actually provoked strong pushback over its unfavorable social effects, with installing public pressure for greater controls on gambling marketing.

A recent poll found about 72% of those surveyed wished to ban online gaming advertisements, while another of AFL fans reported 76% supported tv and radio advertisement prohibits.

The reaction of and to the Murphy Report

Your Home of Representatives Standing Committee on Social Policy and Legal Affairs was charged with investigating online gambling and its effects.

It made 31 recommendations, with unusual cross-party assistance, in its "you win some, you lose more" report (which was not just about sport).

Contrary to the majority of public dispute and media reporting, it did not formally recommend a blanket restriction on all betting advertising. Its regards to recommendation just covered online betting.

But Murphy's foreword - requiring a "phased, comprehensive ban on all betting advertising on all media; broadcast and online, that leaves no room for circumvention" - caught the most attention.

The main recommendation was for a three-year, four-phase ban on all kinds of marketing. Dedicated racing channels and programs were excused and little neighborhood radio broadcasters offered additional time to comply.

After further consultation lasting nearly 18 months, it's clear this adjusted proposal is not favoured by the federal government.

Journalists were backgrounded about a watered down law topping ads for betting at two per hour per TV channel before 10pm, and banning them for an hour either side of a live sport event. A blanket restriction would apply only to betting ads on social networks and other digital platforms.

Yet even these more modest reforms did not proceed as anticipated.

The reason, it has been widely reported, was heavy lobbying by the sport, media and betting markets.

High-stakes horse trading

The fortunate access to government gotten by these sectional interests has had a powerful effect on gambling legislation.

The Coalition of Major Professional and Participation Sports has actually continuously withstood tightening up policies on sport sponsorship and gambling advertisements.

It claims their decrease or loss would damage the financial viability of its members and their support for grassroots sport.

However, Australia's significant sports leagues derive considerable gambling revenue from direct sources (sponsorship, product fees) and indirectly from the value of media rights.

The AFL and NRL created cumulative incomes of $1.06 billion and $701 million respectively in 2023.

So while sport leagues would have less capability to monetise their media rights if gambling advertisements were minimized, it would neither threaten professional sport in general nor seriously jeopardise funding of junior involvement.

Follow the money

An Australian Communications and Media Authority report found capital city free-to-air television included 1,381 gambling spots each day between May 2022 and April 2023.

Gambling companies spent $162 million on free-to-air tv marketing throughout this period, not consisting of more investment on subscription platforms.

As free-to-air industrial TV is currently losing advertising income to digital media platforms, constraints on this lucrative advertiser classification would not be as quickly taken in today as the tobacco advertising prohibits in the 1970s.

This is why sports and their media and wagering partners are combating so hard against the legislation.

And all this capital flowing to and through sport, betting, and media has actually developed the possible to inflict political damage on gambling reforming governments.

Negotiations behind closed doors can quickly break out into public campaigns, comparable to the notorious "axe the (carbon) tax" agitation, if powerful organisations are not pleased.

Gambling and the young voter

Sport betting advertisements in Australia have especially targeted boys in a jocular larrikin design. But girls are now likewise being caused to bet in higher numbers.