Government engages private firm to assist with gambling ad reform

Almost a year after a parliamentary inquiry into online gambling harm delivered its findings, the federal government has engaged a regulatory advisory business to aid in its decision-making process regarding a potential ban on betting advertisements.

Rob Nicholls of Nicholls MMC initiated discussions with various media entities to evaluate the potential ramifications of such a ban on the sector.

These talks, conducted over multiple meetings with broadcasters and prominent news organisations, signal a shift in the government’s approach to addressing concerns surrounding gambling-related harm.

Proposed by opposition leader Peter Dutton, the ban on gambling advertisements has stirred intense debate within the media and sports industries.

While stakeholders anticipate adverse effects on their bottom lines, the measure enjoys widespread support among Australian citizens and political figures.

However, the recent bout of consultations has led to a delay in expectations for an imminent government decision.

This delay follows the untimely passing of former MP Peta Murphy, who chaired a cross-party committee into online gambling harm and delivered a comprehensive report titled “You win some, you lose more”, with 31 recommendations aimed at curbing gambling-related harm.

Among the proposed measures is a staged three-year implementation plan for the advertising ban, as outlined by Murphy prior to her passing.

This plan, endorsed for immediate action, includes prohibitions on online gambling inducements, social media advertising, and gambling-related content during certain periods, such as school drop-off times and sporting broadcasts.

Despite the government’s acknowledgment of the complexity involved in implementing such a ban, particularly on online platforms like YouTube, Spotify, and Meta, there is skepticism regarding the feasibility of executing a total ban within a short timeframe.

Many industry insiders anticipate a protracted enforcement process extending over the next decade.

The gambling industry’s substantial expenditure on advertising, estimated at around $300 million annually, underscores the financial stakes involved.

Commercial television networks and digital platforms emerge as major beneficiaries of this spending, further complicating the regulatory landscape.

While online gambling ads are subject to self-regulatory codes, the effectiveness of these measures is limited by the diverse operating models of different platforms, making enforcement challenging for regulatory bodies like the Australian Communications and Media Authority (ACMA).

In response to queries regarding the government’s stance, a spokesperson for communications minister Michelle Roland reiterated the government’s commitment to protecting vulnerable Australians from gambling harm.

“The minister has met with a number of harm-reduction advocates, public health experts and academics,” the spokesperson said.

“The department has also met with a broad range of stakeholders, including broadcasters, sporting codes and digital platforms during this time.

“While engagement with industry is important to ensure the regulation of gambling can be effectively implemented, the government’s overarching policy position in this work is harm reduction.

“The government is taking the time to ensure it gets these crucial reforms right, and will release its response in due course.”

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