In a recent development, the Australian Communications and Media Authority (ACMA) has issued a formal warning to Network Ten after its streaming service, 10 Play, was found to have breached gambling advertising regulations. The violation occurred during two live-streamed sports events on October 14, 2023: an A-League Women’s match between Central Coast Mariners and Newcastle Jets and the Socceroos’ friendly match against England.
The Breach: What Went Wrong?
The breach was identified when gambling advertisements were aired outside the legally permitted times during these live sports broadcasts. According to Australian regulations, online content providers like 10 Play are prohibited from displaying gambling ads during live sports events between 5:00 am and 8:30 pm, including the five minutes before and after the event.
ACMA’s investigation, initiated by a viewer’s complaint, confirmed that 10 Play aired gambling ads during times when such promotions are strictly forbidden. This finding marks the first instance of Network Ten violating gambling advertisement rules during live sports broadcasts.
Understanding the Regulations
Australia has stringent rules governing gambling advertisements, particularly during live sports broadcasts, to protect viewers from excessive exposure to gambling promotions. These regulations stipulate that no gambling ads should be aired during live sports events broadcast between 5:00 am and 8:30 pm. The rule also extends to the five minutes before and after these events, aiming to reduce the potential for harm, especially among vulnerable groups like children and problem gamblers.
The importance of these regulations cannot be understated, as they are designed to minimize the influence of gambling advertisements on viewers, particularly young audiences who may be impressionable and at risk of developing gambling-related issues.
Network Ten’s Response and Actions
In response to the ACMA’s findings, Network Ten acknowledged that the breach was a result of an error in its manual coding process for scheduling advertisements. The network has since taken steps to address this issue by upgrading its systems to incorporate more automated processes. This move is intended to ensure compliance with the regulations and prevent similar incidents from occurring in the future.
Network Ten’s swift action to rectify the breach demonstrates its commitment to adhering to advertising standards. However, this incident has also highlighted the need for broadcasters to maintain robust systems to avoid unintentional breaches of advertising regulations.
ACMA’s Role in Enforcing Compliance
The ACMA plays a crucial role in monitoring and regulating gambling-related content in Australia. Its responsibilities include enforcing the rules around gambling advertisements during live sports broadcasts and ensuring that broadcasters adhere to these guidelines.
Beyond this incident with Network Ten, the ACMA has been actively involved in broader regulatory efforts. Since 2019, it has blocked over 1,026 illegal websites associated with offshore gambling services and affiliate marketing sites that violate the Interactive Gambling Act 2001. The authority’s actions reflect its commitment to safeguarding the public from unlawful gambling practices and ensuring a fair and compliant media environment.
Broader Implications and Advocacy Efforts
This breach by Network Ten has broader implications for the ongoing debate about gambling advertising in Australia. Advocacy groups like the Alliance for Gambling Reforms have been vocal about the need for stricter controls on gambling advertisements, particularly those that target younger audiences. These groups argue that more comprehensive measures are necessary to protect vulnerable populations from the potential harms associated with gambling.
The ACMA has also been involved in consumer awareness campaigns to educate the public about recent regulatory changes. One such initiative includes raising awareness about the credit card ban on gambling services introduced by Responsible Wagering Australia. These efforts are part of a broader strategy to reduce gambling-related harm and promote responsible gambling practices.
The recent breach by Network Ten serves as a reminder of the importance of strict compliance with gambling advertising regulations during live sports broadcasts. While the network has taken steps to rectify the error and prevent future breaches, this incident underscores the need for ongoing vigilance and robust systems to ensure compliance.
As the ACMA continues to enforce these regulations and block illegal gambling sites, it remains crucial for broadcasters and online content providers to adhere to the rules and prioritize consumer protection. With over 1,026 illegal sites blocked since 2019 and ongoing efforts to raise awareness and promote responsible gambling, the ACMA is steadfast in its commitment to minimizing gambling-related harm in Australia.
This incident may also prompt further discussions about the adequacy of current regulations and whether additional measures are needed to protect viewers, particularly younger audiences, from the potential risks associated with gambling advertising.