Sportsbet calls for “evidence-based approach” to advertising reform in Australia
Flutter Entertainment-owned operator publicly submits evidence to government around concerns with rapid change
Sportsbet has called for a “practical, evidence-based approach” to gambling advertising reform in Australia ahead of the Parliamentary inquiry into the industry.
The Australian government is currently accepting public submissions to the inquiry into online gambling and its impact on those experiencing gambling harm, with Flutter Entertainment-owned Sportsbet moving to make its thoughts heard.
In a 17-page submission, the operator detailed its approach to advertising and responsible gambling as it looks to fight the cause for less strict regulatory changes.
The Australian government has already confirmed it will scrap its “Gamble Responsibly” tagline in March 2023 in favour of more severe advertising messages.
The move to introduce taglines such as “Chances are you’re about to lose” and “Think. Is this a bet you really want to place?” are thought to be a precursor to a more draconian approach.
In its submission, Sportsbet highlighted the use of its advertising stable to promote responsible gambling.
The operator noted it had contributed to the A$5m Responsible Wagering Australia safer gambling advertising campaign, as well as having invested an aggregate of around A$20m in the last 18 months in safer gambling advertising.
Touching on the importance of advertising, Sportsbet said the revenue generated from the practice was core to supporting the sports industry in Australia.
Sportsbet said: “The revenue generated from advertising and sponsorship income provides vital economic support to the sporting, racing and media sectors, and directly sustains grassroot community funding, especially regionally.”
Sportsbet went on to argue for an open discussion between various stakeholders to establish where to move forwards with gambling advertising.
The firm also pointed to data which showed only 0.45% of all complaints made to the Australian Association of National Advertisers (AANA) related to the AANA Wagering Code of Conduct.
Sportsbet said: “Sportsbet would like to engage in a multi-stakeholder discussion that looks at a practical, evidence-based approach to addressing community concerns regarding gambling advertising.
“Other regulated industries that are recognised as safe and legitimate forms of entertainment or leisure (such as the alcohol industry) have implemented practical reforms, such as placement rules to limit exposure of minors, and robust guidelines aimed at addressing specific risks of vulnerable people.”
The operator concluded by arguing that while consumer protection was of paramount importance, if the government moved too fast to change regulation, it could have dire impacts.
The firm added: “However, these important protections must be balanced against the economic and commercial legitimacy of advertising as a legally regulated product.
“An imbalanced regulatory framework could create significant upstream and downstream economic impact for our media partners and stakeholder bodies, which in turn adversely impacts communities and the overall economic health of sport and racing.”