Albanese government to crack down on online gambling ads

Betting companies will be forced to run anti-gambling taglines and comply with strict advertising rules as part of a government plan to be handed to the wagering industry on Friday.

Betting companies are some of the biggest advertisers in Australia. Sportsbet, the largest online or corporate bookmaker, shelled out $187m in advertising and marketing expenses in 2021, while Ladbrokes and Neds spent a combined $128m.

The Albanese government is set to unleash an advertising crackdown on online wagering companies, forcing them to comply with a raft of pre-written taglines and other messages aimed at curbing problem gambling.

In a secret paper, titled ‘National Consumer Protection Framework for Online Wagering’, the government has stopped short of a tobacco-style advertising ban, which many in the industry feared.

Betting companies are some of the biggest advertisers in Australia. Sportsbet, the largest online or corporate bookmaker, shelled out $187m in advertising and marketing expenses in 2021, while Ladbrokes and Neds spent a combined $128m.

The Department of Social Services will allow online wagering companies to continue to promote their products but under strict controls, including adding pre-written government messages, which have been subject to “extensive behavioural research”.

Fresh after the AFL grand final and ahead of the NRL premiership decider this weekend, The Australian can reveal that under the plan, the government will notify the industry on Friday of the new rules and give companies until March 30 next year – six months – to comply with the changes.

This means, wagering companies will not have to feature the government-written messages during this year’s Melbourne Spring Racing Carnival and Australia’s richest horse race, The Everest, which will be held in Sydney on October 15.

“Extensions to this time frame will not be considered. This measure will be enacted through existing state and territory government’s legislation, regulation and license,” the framework states.

The crackdown comes as the gaming industry has been under intense pressure in the past three years, with Crown Resorts – formerly backed by James Packer until he was forced to sell his shareholding – subject to three inquiries in three states and fines totalling tens of millions of dollars.

Meanwhile, a review into rival Star Entertainment has found the company not fit to hold a NSW casino licence, after it flouted money laundering laws and continued to associate with patrons with known links to Chinese criminal triad gangs.

Sportsbet has previously faces criticism for featuring drug cheat Ben Johnson in a new advertisement for the bookmaker.

In the paper, the Albanese government has drafted seven new taglines to replace the “gambling responsibly” statement that currently features on online wagering advertisements.

They are the government’s response to a review former NSW premier Barry O’Farrell completed in 2015, with the Commonwealth reportedly paying him $50,000 for three months’ work.

The new government-written taglines include: “chances are you’re about to lose”; what’s gambling really costing you? Imagine what you could be buying instead” and “What are you really gambling with?”, which must feature at the end of gambling advertisements published across all mediums.

Print, digital and social media advertisements will have two more: “Think. Is this a bet you really want to place” and “What are you prepared to lose today? Set a deposit limit.” While advertisements in TV and radio will also have an extra one: “You win some. You lose more.”

“Taglines within a given platform must be equally rotated to mitigate message fatigue,” the framework states.

“The taglines have been extensively trialled and tested to intercept and encourage positive behaviour change and direct consumers to help-seeking options.

“Each of the taglines works together to appeal to a wide range of audiences, including the broader community, and drive awareness of available support services, such as Gambling Help Online.

All taglines must also be accompanied by a “call to action”, stating: “For free and confidential support call 1800 858 858 or visit gamblinghelponline.org.au”.

“The exception is digital advertising and social media with very restricted character counts, (such as Twitter, but not Facebook or Instagram etc.) for which a shortened call to action is to be used,” the framework states.

The government has even dictated the type and size of font which must be used and speed at which the messages must be read in print and radio advertisements.

The messages are expected to take about six seconds to air, or about one-third of an average 15-16 minute, radio or print online wagering advertisement.

“The consistent gambling messaging measure provides, for the first time, nationally

consistent messaging about the risks and potential harm from online wagering,” the framework states.

“The consistent gambling messaging measure is based on recommendations from the Hon. Barry O’Farrell 2015 Review of Illegal Offshore Wagering. The O’Farrell review recommended the development and use of nationally consistent and standardised messaging regarding the potential risks and harm from online wagering and drive safer gambling behaviour amongst Australians.”