The Australian Communications and Media Authority (ACMA) conducted an investigation revealing that Kayo, a popular streaming service, aired gambling advertisements during the May 2022 Australian Football League (AFL) match between Fremantle and Collingwood. The promotions were streamed on Kayo within a five-minute window of play commencing and during scheduled breaks, contravening Australian law that prohibits gambling ads during live sports events between 5 am and 8:30 pm, including the five minutes before and after the event. ACMA Chair Nerida O’Loughlin expressed concern over the impact of gambling advertising during live sports, emphasizing the need for streaming services to comply with the same rules as traditional television broadcasters. In response to the investigation, Kayo implemented changes to its advertising processes and software, while also introducing stricter compliance measures to prevent future violations.
Gambling Advertisements During AFL Match:
The ACMA investigation revealed that Kayo, a popular streaming service, displayed gambling advertisements during the May 2022 AFL match between Fremantle and Collingwood. These promotions were streamed within a five-minute timeframe of the match’s commencement and during scheduled breaks. However, Australian law explicitly prohibits the airing of gambling ads during live sports events between 5 am and 8:30 pm, including the five minutes before and after the event. The presence of these ads during the AFL match raised concerns among the public, particularly regarding the exposure of children to gambling-related content.
ACMA’s Response and Concerns:
ACMA Chair Nerida O’Loughlin emphasized that streaming services, like Kayo, must adhere to the same advertising regulations as traditional television broadcasters. Gambling advertising during live sports events has become a significant concern for Australians, as families desire to enjoy sports broadcasts without worrying about children associating gambling with the game. ACMA’s investigation highlights the importance of maintaining strict compliance with advertising regulations to protect vulnerable audiences and ensure a safe viewing environment.
Kayo’s Implementation of Changes:
During the investigation, Kayo took proactive steps to address the issue and enhance its advertising practices. The streaming service implemented live production testing and made technical enhancements to its processes and software used for scheduling advertisements. These measures aimed to minimize the occurrence of inappropriate ad placements during live sports events. Furthermore, Kayo introduced stricter compliance measures by implementing senior management review and sign-off on future system changes that may impact the platform’s adherence to advertising rules. These changes demonstrate Kayo’s commitment to rectifying the issue and preventing similar violations in the future.
Protecting the Integrity of Live Sports Broadcasts:
The ACMA’s investigation into the streaming of gambling advertisements during the AFL match on Kayo underscores the importance of protecting the integrity of live sports broadcasts. The restrictions on gambling advertising during specific timeframes aim to create a safe and family-friendly environment for viewers. By enforcing these regulations, authorities seek to prevent the normalization of gambling and minimize its potential impact on vulnerable individuals, particularly children. The collaboration between regulatory bodies and streaming services is crucial in upholding the standards of responsible advertising and ensuring the integrity of live sports broadcasts.
The ACMA’s investigation into Kayo’s streaming of gambling advertisements during the AFL match sheds light on the need for streaming services to comply with advertising regulations. The presence of these ads during live sports events raises concerns about their potential influence on vulnerable audiences, particularly children. Kayo’s subsequent implementation of changes to its advertising processes and software, along with stricter compliance measures, demonstrates its commitment to rectifying the issue and preventing future violations. Moving forward, collaboration between regulatory authorities and streaming services will continue to play a vital role in safeguarding the integrity of live sports broadcasts and maintaining a responsible advertising environment.