The Australian Communications and Media Authority (ACMA) has recently concluded an investigation into sports streaming service Kayo for contravening gambling advertising rules. The investigation found that Kayo had displayed gambling advertisements during the May 2022 Fremantle V Collingwood AFL match, which violated the designated time restrictions for such ads. This article delves into the details of the investigation and its implications for streaming platforms and the Australian audience.
ACMA Investigation Uncovers Gambling Ad Violations:
The ACMA’s investigation revealed that Kayo had aired gambling promotions within five minutes before the commencement of the match and during scheduled breaks, breaching the gambling advertising rules. These rules stipulate that gambling ads should not be streamed between 5 am and 8:30 pm during live sports events, including the five-minute periods before and after the event.
Compliance Expectations for Streaming Platforms:
ACMA Chair Nerida O’Loughlin emphasized that streaming services, like traditional television broadcasters, are expected to comply with the rules governing gambling advertising. O’Loughlin highlighted that audiences rely on streaming platforms to adhere to these regulations to ensure a responsible and enjoyable viewing experience.
Concerns over Gambling Advertising During Live Sports:
The prevalence of gambling advertising during live sports events has become a significant concern for Australians. Families and viewers want to enjoy live sports without the worry that children may develop an association between gambling and the game. The ACMA investigation underscores the importance of upholding responsible gambling practices and protecting vulnerable audiences, particularly during sports broadcasts.
Kayo’s Measures to Address the Violation:
During the investigation, Kayo took proactive steps to address the violation and enhance compliance. They implemented live production testing and technical enhancements to their advertising scheduling processes and software. Furthermore, Kayo will now require senior management review and approval for any future system changes that may impact the platform’s compliance with gambling advertising rules.
ACMA’s Warning and Commitment to Upholding Advertising Standards:
In response to Kayo’s violation, the ACMA issued a formal warning to the streaming service for contravening the gambling advertising rules. This warning serves as a reminder of the importance of adhering to advertising regulations and maintaining compliance. The ACMA’s commitment to upholding advertising standards ensures the protection of viewers and promotes responsible gambling practices.
The ACMA’s investigation into Kayo’s violation of gambling advertising rules during the Fremantle V Collingwood AFL match highlights the significance of responsible gambling practices and compliance with advertising regulations. Streaming platforms are expected to align with the same standards as traditional television broadcasters. By taking corrective measures and implementing enhanced processes, Kayo aims to ensure future compliance and provide an optimal viewing experience for its audience. The ACMA’s formal warning emphasizes the importance of upholding advertising standards and protecting the integrity of live sports broadcasts.