Key Moments:
- ACMA determined that SBS violated gambling advertising restrictions during its Tour de France coverage in July 2025
- An advertisement for Crown Resorts aired during a prohibited period and did not meet the dining or entertainment exception
- SBS contested the ruling, asserting the commercial focused solely on culinary, hospitality, and accommodation features
Regulatory Decision on Broadcast Advertising
The Australian Communications and Media Authority (ACMA) has concluded that SBS breached advertising regulations by airing a Crown Resorts commercial at an unauthorized time during its live Tour de France broadcast in July 2025. The Commercial Television Industry Code of Practice only permits gambling advertisements in live sports events between 8:30pm and 5am, and specifically before play, after play, or during game breaks. SBS is subject to these provisions through its own Code of Practice.
Analysis of Exception Claimed for Crown Resorts Ad
ACMA determined that the advertisement did not meet the requirements for the “dining or entertainment” exception. This exception only applies to ads promoting food or entertainment at gambling venues when these do not serve to directly promote gambling activities. The authority’s review found that although the commercial presented dining, entertainment, and accommodation, the reference to “premier casino resort” was considered to cross the regulatory boundary.
Authority Member Carolyn Lidgerwood clarified, “The ‘dining or entertainment exception’ under the Code does not apply if any part of the advertisement draws attention to gambling in a manner calculated to directly promote such gambling activities. Such advertisements will be subject to the rules around gambling ads shown during live sport.” This investigation marked the first instance in which ACMA evaluated how the dining and entertainment exemption is to be interpreted.
SBS Response and Ongoing Compliance
SBS opposed ACMA’s findings, maintaining that the advertisement was “unambiguously focused on culinary, hospitality and accommodation experiences” and reportedly did not present “gambling imagery, language or behavioural prompts.” According to SBS, “the visuals consist exclusively of dining experiences, food preparation, accommodation and entertainment amenities at Crown,” completely omitting scenes of gaming floors, betting activities, or related language.
The broadcaster further argued that using the term “casino resort” serves as an accurate identification of a mixed-use venue, rather than a promotional tool for gambling itself. SBS insisted that factors such as responsible gambling messaging and the public’s assumptions about the brand should not influence the ad’s eligibility for the dining and entertainment exemption.
Despite its challenge to the ruling, SBS emphasized its ongoing commitment to compliance and adherence to regulatory standards.
| Entity | Regulatory Focus | Key Point of Dispute |
|---|---|---|
| SBS | Gambling ad compliance during live sports | Insisted commercial was devoted to hospitality and not gambling |
| ACMA | Interpretation of advertising code and exceptions | Deemed the use of “premier casino resort” crossed the exemption line |
- Author
Daniel Williams
