Will the federal government's online betting advertising legislation ever eventuate? Don't bank 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 financing from the Australian Research Council to support research relating to this short article: Struggling for Possession: The Control and Use of Online Media Sport (with Brett Hutchins, DP0877777); 'A Nation 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, consult, own shares in or receive financing from any company or company that would benefit from this short article, and has actually disclosed no relevant affiliations beyond their scholastic visit.

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

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

As the next federal election came into view before the summer break, issue increased that Labor wouldn't be honouring its commitment to present new limitations on online (especially sport) gambling marketing during the existing parliamentary sitting.

Those fears were well-founded, in spite of pressure from numerous sides and broad bipartisan political support.

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

Instead, Communications Minister Michelle Rowland blamed the delay on the intricacy of marketing reform and the need to continue consultation.

This is despite a Home of Representatives query into the damaging effects of online betting, led by the late Labor MP Peta Murphy, concluding in June 2023.

In the meantime, much less well-researched but wider-ranging legislation banning kids under 16 from using social networks was introduced and passed in simply eight days in November 2024.

There are both deep historical and instant political factors why this legislation has been bogged down.

A nation of sporting gamblers

Professional sport in Australia has an inglorious history of promoting unhealthy products and services, including cigarettes, sugary drinks, junk food, alcohol and gaming.

Television and, later, online advertisements have actually been particularly efficient vehicles for linking sport gaming with possible customers.

This has actually prompted prevalent objections to the health and social effects and intrusiveness of gambling advertising.

There is persuading proof that Australia's world-leading per capita expense on gambling and the important role of sport betting advertisements cause harm to a considerable variety of people, families and communities.

Such damage consists of unfavorable results on relationships, health, psychological wellbeing, finances, work and research study.

The gamblification of sport

Although sport comes third amongst the main locations of gaming in Australia, it is by far the most popular, specifically in homes.

Learn more: Pokies? Lotto? Sports betting? Which kinds of problem betting impact Australians the most?

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

Sport and media's interest for gambling money has provoked strong pushback over its unfavorable social repercussions, with mounting public pressure for higher controls on betting marketing.

A recent poll discovered about 72% of those surveyed wished to prohibit online gaming ads, while another of AFL fans reported 76% supported television and radio ad bans.

The response of and to the Murphy Report

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

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

Contrary to many public debate and media reporting, it did not officially advise a blanket restriction on all betting advertising. Its terms of recommendation only covered online gaming.

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

The main recommendation was for a three-year, four-phase restriction on all kinds of online betting advertising. Dedicated racing channels and programming were excused and little community radio broadcasters given extra time to comply.

After further assessment lasting practically 18 months, it's clear this calibrated proposition is not favoured by the federal government.

Journalists were backgrounded about a watered down law topping ads for betting at 2 per hour per TV channel before 10pm, and prohibiting them for an hour either side of a live sport event. A would apply only to wagering advertisements on social networks and other digital platforms.

Yet even these more modest reforms did not continue as prepared for.

The factor, it has been widely reported, was heavy lobbying by the sport, media and gambling industries.

High-stakes horse trading

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

The Coalition of Major Professional and Participation Sports has constantly resisted tightening policies on sport sponsorship and gaming ads.

It claims their reduction or loss would harm the financial practicality of its members and their support for grassroots sport.

However, Australia's significant sports leagues derive significant gambling profits from direct sources (sponsorship, item charges) 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 betting advertisements were lowered, it would neither threaten professional sport in general nor seriously jeopardise financing of junior involvement.

Follow the cash

An Australian Communications and Media Authority report discovered capital city free-to-air tv included 1,381 betting areas daily in between May 2022 and April 2023.

Gambling business invested $162 million on free-to-air television marketing during this period, not consisting of additional financial investment on subscription platforms.

As free-to-air industrial TV is already losing advertising earnings to digital media platforms, constraints on this profitable marketer category would not be as quickly absorbed 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 streaming to and through sport, gaming, and media has actually created the prospective to cause political damage on betting reforming federal governments.

Negotiations behind closed doors can easily break out into public projects, akin to the notorious "axe the (carbon) tax" agitation, if effective organisations are not pleased.

Gambling and the young voter

Sport betting ads in Australia have actually especially targeted young males in a jocular larrikin style. But young women are now likewise being induced to gamble in higher numbers.