Australia has recently introduced a set of mandatory messages to be included in gambling advertising as part of the updated National Consumer Protection Framework. These regulations, developed by the Australian government in collaboration with state and territory governments, aim to ensure nationally consistent messaging about the risks and potential harm associated with online wagering.
Enhanced Messaging for Consumer Protection:
Under the updated framework, gambling operators in Australia are required to incorporate specific taglines into their advertising campaigns. These taglines aim to raise awareness about problem gambling prevention and encourage responsible betting practices. Operators have a choice of seven taglines, including thought-provoking messages such as “Chances are, you’re about to lose,” “Think. Is this a bet you really want to place?,” and “What’s gambling really costing you?”. At least one tagline must be included in all forms of gambling advertising.
Implementation Across Media Channels:
The taglines for gambling advertising vary depending on the media channels used. For TV, video, and radio advertising, operators can select from five available taglines. In-app, digital, print, social media, and website advertising allow for the use of six taglines. However, one particular tagline, “You win some. You lose more,” can only be used when spoken. The regulations cover a wide range of advertising mediums, including direct marketing, sponsorship, promotions, outdoor advertising, and stadium advertising.
Call to Action and Support:
To provide immediate support for individuals struggling with gambling-related issues, each tagline must be followed by a call to action. The specified call to action encourages individuals to seek free and confidential support by calling 1 800 858 858 or visiting gamblinghelponline.org.au. This ensures that individuals have access to assistance when needed and promotes responsible gambling practices.
Timeline for Implementation:
The Australian government has set a deadline of 30 March 2023 for the implementation of the new gambling messaging requirements. The framework was developed following a consultation period held between 29 August and 30 October 2022. Operators were formally notified on 31 October to begin implementing the new measures. A transition period will be in effect between 31 October and 30 March 2023 to allow operators to fully comply with the regulations.
Impact on Gambling Advertising:
The introduction of these new regulations aligns with the growing focus on consumer protection in the gambling industry. The inclusion of mandatory messaging in gambling advertising serves as a proactive measure to promote responsible gambling practices and raise awareness about the potential risks involved. Additionally, recent actions taken by sports teams in New South Wales, such as Western Sydney Wanderers FC and Cricket NSW, to opt out of gambling advertising deals further highlight the industry’s commitment to responsible advertising practices.
Australia’s implementation of new gambling advertising regulations underscores the government’s dedication to consumer protection and responsible gambling practices. By requiring nationally consistent messaging about the risks and potential harm associated with online wagering, the updated framework aims to raise awareness and encourage responsible betting behaviors. Operators have a choice of seven taglines to include in their advertising, complemented by a call to action that offers free and confidential support. As the industry evolves, these regulations contribute to a safer and more accountable gambling environment in Australia.