ACMA Extends Gambling Advertising Ban

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ACMA Extends Gambling Advertising Ban
ACMA Extends Gambling Advertising Ban

The Australian Communications and Media Authority (ACMA) is introducing stricter measures regarding gambling advertising in the country. The regulator has extended advertising restrictions to online streaming, months after instituting bans for live sports on commercial television and radio.

Apart from prohibiting gambling advertising on public-service broadcaster SBS and online platforms, the ACMA is now applying for an embargo on online streaming, spanning from 5 AM to 8:30 PM. In addition, advertising during “conventional hours“ will be subjected to specific terms and conditions. For instance, the regulator will not tolerate promotional gambling campaigns during play, hindering broadcasters’ frequency of adverts amid classy sports like golf and tennis.

Safe Sports Zone

Although the new advertising rules come into effect on September 28th, Nerida O’Loughlin, ACMA Chair is happy for merging online streaming services with gambling advertising restrictions. eSports adverts will also be sanctioned, but she said that the decree will not harness horseracing, as well as greyhound competitions...

“This brings online services in line with television and radio broadcasting services. It creates a safe zone for children and families to watch live sport across a variety of platforms.”

Small Sports Channels Spared?

The original regulations do not speculate a ban on so-called “low-audience” sports channels, due to their below average ratings with barely 100,000 end-users per month. Nevertheless, it appears that ACMA no longer allows exemptions for small online content service providers. According to the regulator’s announcements, the prohibition will expand at least over a 12-month period, after which a revision will be conducted, leading perhaps to an even stricter approach.

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