Problem gambling is a major concern among politicians in Australia, and they are looking for ways to prevent players from becoming addicted to sportsbetting, poker machines and casino games. One of the biggest issues concerning problem gambling in Australia is advertising, as there seemed to be a ubiquitous presence of gambling ads in all types of local media.
Recently, the Gillard government made some amendments that would prohibit gambling operators from advertising under certain circumstances.
In February 2013, the Australian federal government create the Joint Select Committee on Gambling Reform. Its goal was to analyse the state of advertising in the gambling market to determine the best way to regulate ad campaigns.
While the committee was conducting its inquiry, responsible gambling advocates had campaigned for Gillard to place restrictions on gambling advertising, especially in the sportsbetting market. There were major concerns about the display of live odds during football and rugby matches, since underage individuals were exposed to the gambling market.
These displays were deemed harmful because they had the potential to encourage young people, problem gamblers and other vulnerable individuals to wager on sports.
Gillard oversaw the committee’s decisions to impose new codes of practice for gambling advertisers. During live sports broadcasts, commentators and guests hosts will no longer be able to promote betting odds, and gambling representatives are not allowed to be a part of the commentary team.
This provision was sparked by outrage over the fact that Tom Waterhouse had become a part of the commentary team for football and rugby matches on Channel 9. The public responded negatively to his presence, stating that it was a gambling advertisement in disguise.
Under the new codes of practice, gambling ads cannot be aired before and after games, as well as during breaks in the play. Betting operators are only allowed to display odds 30 minutes before and 30 minutes after the game.
There are several exemptions, so that companies are not unfairly punished. For example, horse and greyhound racing are not subject to the new rules. There can also be no punishment for accidental reference to gambling, such as on stadium signage and on uniforms. Sporting events that span long periods of time will also be exempt, but restrictions will still be placed on the amount of advertising that is displayed.
Broadcasts that originate from outside of the country will also be exempt from these rules.
Responsible gambling advocates hope that the new codes of practice will help to curb problem gambling rates and prevent young people from being exposed to gambling advertising. The codes are still quite new, so the jury is out on whether or not they have been effective.
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