A government report has revealed that Labor's proposed reforms to restrict gambling advertising will reduce Australia's annual gambling expenditure by a mere 0.8%, equivalent to $62.7 million. The analysis, conducted by the prime minister's office, indicates that while a total ban would yield a higher net benefit, it would impose significant financial burdens on media and sporting codes.
Details of the Proposed Gambling Ad Restrictions
Under the policy announced by Prime Minister Anthony Albanese and Communications Minister Anika Wells, gambling ads will be banned on television during sports broadcasts and capped between 6am and 8.30pm. Radio ads will be prohibited during school drop-off and pick-up times. The legislation also includes bans on celebrities and sports players appearing in gambling ads, odds-style promotions, stadium advertisements, and Keno-type products.
Impact on Online Platforms and Streaming Services
The report from the Office of Impact Analysis (OIA) confirms that the reforms will extend to online platforms, including streaming services like 7plus and Netflix, podcasts, social media, app stores, and sporting code websites such as those for the AFL and NRL. A "triple lock functionality" will require platforms to verify users are over 18, logged in, and allowed to opt-out of wagering ads.
This measure targets not only social media and websites but also podcasts and social media creators sponsored by gambling companies. Many popular Australian sporting podcasts and shows currently feature such sponsorships.
Economic and Social Implications
The OIA report estimates that the changes will impact 2,461 industry members, including wagering firms, broadcasters, and streaming services. Regulation costs are projected at around $10 million annually. While the policy aims to reduce advertising exposure, a full ban could decrease gambling spending by 1.4% or $109.5 million per year, according to unreleased research from the Australian Gambling Research Centre.
Albanese emphasized the need for balance, stating the legislation allows adults to gamble while protecting children from pervasive ads. The report notes that social media influencers and figures like Shaquille O'Neal will be barred from ads due to their appeal to youth.
Future Legislative Considerations
Specific details regarding podcasts and social media will be addressed when the legislation is introduced to parliament in May. The government's response follows nearly three years of deliberation after a committee report led by the late Labor MP Peta Murphy, which advocated for a full ban on online gambling ads.
Overall, the reforms represent a cautious approach, aiming to mitigate harm without severely disrupting Australia's sports and media sectors.
