Gambling ads banned during live sports broadcasts
THE TV stations feared they would lose out if gambling ads were prohibited during live broadcasts.
So the Federal Government has dangled a $100 million carrot to soften the blow.
Communications Minister Mitch Fifield announced sweeping changes to how gambling advertising was delivered and slashed broadcast licensing fees on Saturday.
It now means that gambling advertising during live sporting events will be banned five minutes before and after the games finish, before 8.30pm at night.
After 8.30pm, it is still open slather, but Prime Minister Malcolm Turnbull said the hope is that the measures will minimise the gambling exposure to young people.
“Parents around Australia will be delighted when they know that during football matches, and cricket matches, live sporting events before 8.30pm, there will be no more gambling ads,” the Prime Minister said.
“There are no gambling ads allowed before 8:30pm generally, but there’s been an exception for a long time, of live sporting events.”
The ban does not apply to racing, only other sporting events.
To stop the revolt from the networks, the government has slashed licensing fees by more than $100 million.
It’s understood licensing fees were between the $130-150 million mark last year, but will now be slashed to a ‘spectrum charge’ of $40 million.
The change to the licensing fees are aimed to fund the lost ad revenue the TV networks fear will be brought about by the increased restrictions on gambling advertising.
Communications Minister Mitch Fifield bans betting ads during sports telecasts before 8.30pm. My toon @theheraldsun #auspol #gaming #TAB pic.twitter.com/UvAnq21EvD
— Mark Knight (@Knightcartoons) May 7, 2017
Noted anti-gambling campaigner Nick Xenophon did welcome the changes, but also felt they did not go far enough, calling on the promotion of gambling during previews to also be restricted.
“It’s not the end of the story in terms of gambling reform,” Xenophon told AAP.
“We need to ban all gambling ads during sports broadcasts, but at least we’ve made some progress.”
Independent MP Andrew Wilkie added that he wanted all gambling promotion to be banned during G-Rated time slots.
“We know that children are especially susceptible to advertising and hero worship and that gambling advertising has a real and measurable impact on the children who are subjected to it,” Wilkie said.
The sporting codes are understood to be unhappy, fearing the measures will slash the value of their game to the broadcasters and impact on licensing and official partnerships with the betting companies.
It has been reported that the AFL, NRL and Cricket Australia have all been rallying against the changes.
But The Australian reports noted online bookmakers have backed the government’s push.
CrownBet boss Matthew Tripp said: “The changes will provide a well-understood restriction on advertising and lead to a material decrease in the overall volume of gambling ads.”
And a Tabcorp spokesman “welcomed the government’s measures to reduce the extent of gambling advertising.”
“We have long shared the community’s concerns around the intensity of gambling advertising,” the spokesman said.
Our take on the gambling advertising ban
We’ve been saying for a while it is interesting times for punters in the gambling world.
And this is a huge step for the government to introduce sweeping changes.
The industry has previously self-regulated itself out of the kind of branded gambling advertising that could rope in kids and now this is the next logical step.
Whether we care or not, there are many parents out there who have genuine fears and concerns for how gambling advertising is impacting on their children.
Australian Football League players have been outspoken on the topic.
Western Bulldogs captain Easton Wood say gambling ads during the footy are “out of control”.
“The obvious issue here is the effect this advertising has on children every time they watch us pull our boots on.
“The big question is do we think the normalisation of gambling, particularly to kids, is acceptable in this day and age?”
While it has taken them a while, the government obviously agrees and these measures go a way’s to addressing those concerns.
We reckon any reform that can truly minimise any negative impact on children is well worth its while.
In the big scheme of things in sport, gambling advertising won’t change too much. Night games will invariably run well-past the 8.30pm deadline and the $100 million kick from the Government will no doubt help broadcasters deal with the lost revenue.
The caveat to all this is, at the end of the day, if someone is going to have a punt, you can’t stop them. We live in a free world and we are free to choose how we spend our money and what brings us enjoyment.