Will the government's online betting marketing legislation ever eventuate? Don't bet 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 study connecting to this short article: 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, speak with, own shares in or get financing from any business or organization that would take advantage of this short article, and has actually disclosed no relevant associations beyond their academic visit.

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 appeared before the summer break, concern increased that Labor would not be honouring its dedication to present brand-new limitations on online (specifically sport) betting advertising throughout the present parliamentary sitting.

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

The Greens made a last-ditch attempt to cooperate with the federal government to pass some reforms in the February 2025 sitting, however were rebuffed.

Instead, Communications Minister Michelle Rowland blamed the hold-up on the complexity of advertising reform and the need to continue consultation.

This is despite a Legislature questions into the damaging effects 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 banning children under 16 from using social networks was presented and passed in just eight days in November 2024.

There are both deep historic and immediate political reasons that this legislation has been slowed down.

A country of sporting bettors

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

Television and, later on, online ads have been particularly efficient automobiles for connecting sport betting with possible consumers.

This has triggered widespread objections to the health and social repercussions and intrusiveness of betting marketing.

There is persuading proof that Australia's world-leading per capita expenditure on betting and the integral role of sport betting ads cause damage to a significant number of people, families and communities.

Such damage includes unfavorable impacts on relationships, health, mental wellness, financial resources, work and research study.

The gamblification of sport

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

Read more: Pokies? Lotto? Sports betting? Which kinds of issue gambling affect Australians the most?

The so-called gamblification of sport, sped up by digitisation, normalises the idea of betting chances amongst children and young people.

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

A current poll discovered about 72% of those surveyed wanted to prohibit online betting ads, while another of AFL fans reported 76% supported tv and radio advertisement prohibits.

The reaction of and to the Murphy Report

Your House of Representatives Standing Committee on Social Policy and Legal Affairs was charged with examining online gaming and its impacts.

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

Contrary to a lot of public debate and media reporting, it did not officially recommend a blanket ban on all gambling advertising. Its regards to referral only covered online gaming.

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

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

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

Journalists were backgrounded about a watered down law topping advertisements for gambling at two per hour per TV channel before 10pm, and prohibiting them for an hour either side of a live sport occasion. A blanket ban would use just to wagering advertisements on social media and other digital platforms.

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

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

High-stakes horse trading

The fortunate access to federal government gained by these sectional interests has had an effective influence on betting legislation.

The Coalition of Major Professional and Participation Sports has continuously withstood tightening up guidelines on sport sponsorship and gaming advertisements.

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

However, Australia's major sports leagues obtain considerable gambling income from direct sources (sponsorship, item costs) and indirectly from the value of media rights.

The AFL and NRL generated cumulative revenues 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 ads were decreased, it would neither threaten expert sport in basic nor seriously jeopardise financing of junior involvement.

Follow the cash

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

Gambling business spent $162 million on free-to-air tv advertising during this period, not including more financial investment on membership platforms.

As free-to-air business TV is already losing advertising income to digital media platforms, limitations on this lucrative advertiser classification would not be as easily absorbed today as the tobacco advertising prohibits in the 1970s.

This is why sports and their media and betting partners are combating so hard versus the legislation.

And all this capital streaming to and through sport, gambling, and media has actually produced the prospective to cause political damage on betting reforming governments.

Negotiations behind closed doors can quickly break out into public projects, akin to the infamous "axe the (carbon) tax" agitation, if powerful organisations are not satisfied.

Gambling and the young citizen

Sport betting ads in Australia have actually especially targeted young guys in a jocular larrikin design. But girls are now likewise being induced to bet in greater numbers.