The Australian telecom regulator has taken measures against a major broadcaster, threatening it with a massive monetary penalty for breaching the rules regarding gambling advertising during live sports events.
On March 20th, the Australian Communications and Media Authority (ACMA) announced that it had taken action against the commercial broadcaster Nine Network because of the bad timing of some gambling advertisements during the online streaming of the State of Origin matches from the National Rugby League in 2019.
As revealed by the telecommunications watchdog, an investigation held by the ACMA found that Nine Network broadcast gambling ads during the pre-game programming for State of Origin Games one and two on the 9Now streaming platform.
Under the rules which were introduced in Australia in 2018, gambling adverts are banned during live sports broadcasts in the period from 5:00 AM to 8:30 PM. Local broadcasters are required to stop airing gambling adverts five minutes prior to “kick-off”, in case the broadcaster informs its customers when a certain game starts no less than 24 hours in advance. At first, the rules applied only to TV and radio broadcasts but they were later extended to sports events that are streamed live online.
In this particular case, Nine Network did not do such a thing, so the rules regarding gambling advertising applied five minutes before the so-called pre-game coverage.
Nine Network Could Face a Fine of Up to AU$420,000 If Further Violations Are Found
For not, the ACMA preferred to just warn Nine Network this time, with the broadcaster making a pledge that it will make sure that its staff is aware of the gambling ad rules. The broadcaster would also be required to present two written reports over the next 12 months detailing their progress on the gambling ad rules awareness.
Should the Australian telecommunications regulatory body learns that Nine Network failed to stay compliant with these terms, it could impose a fine of up to AU$420,000 to the broadcaster.
The Chairman of the telecom watchdog, Nerida O’Loughlin, confirmed that the rules prohibiting gambling advertising at the time of live sports coverage streamed online apply to all kinds of gambling ads between 5:00 AM and 8:30 PM. She further noted that the warning to Nine Network would probably send the right message to all streaming services on the territory of Australia, reminding them they have to be in line with the above-mentioned rules. Ms O’Loughlin also reminded that one of the main reasons why these rules have been adopted in the first place is to make live sports events aired on TV and social media platforms a family-friendly experience without children being exposed to gambling.
Australia has not been the only country that has adopted similarly restrictive rules regarding gambling advertising during televised sports events in order to protect local consumers, and especially, the most vulnerable members of society – underage individuals and people suffering from gambling addiction.
- Author
Olivia Cole
