Australia widens gambling ad ban to online streaming services
ACMA introduces new laws to level the regulatory playing field for online sports broadcasts
The Australian Communications and Media Authority (ACMA) has announced new rules that ban gambling advertising during live sporting events streamed online.
The new law, which comes into force on 28 September, prohibits gambling advertising during live streams between 5am and 8.30pm.
The legislation includes esports and digital media broadcasts and mirrors the regulations for traditional media, which have been in place since March 2018.
Outside of the hours stated, gambling advertising can be shown during advertising breaks, but during sport, a blackout period of 30 minutes before and after games is applied.
Sports commentators are not permitted to promote odds online and gambling representatives are barred from appearing at match venues.
The new legislation does, however, include an exemption for Australian-licensed operators who are streaming the sports themselves, as long as customers are made to log into their betting accounts to gain access to live sports broadcasts.
ACMA chair, Nerida O’Loughlin, said in a statement: “This is the first time that online services streaming live sport have been required to comply with gambling advertising restrictions.
“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.”
A UBS study published in August estimates the Australian digital wagering market grew by more than 15% in FY18, with 46% of bettors accessing online streaming services for sporting events.