The federal government is set to respond to a parliamentary inquiry into online gambling. This inquiry, initiated by the late Labor MP Peta Murphy, recommended a phased approach to completely ban gambling advertisements over three years. However, recent reports suggest that the government may only implement a partial ban, potentially removing gambling ads from social media and restricting them around sporting events.
The ineffectiveness of partial bans
History suggests that partial measures may not suffice. Advertising plays a significant role in normalizing gambling, akin to how industries like alcohol and tobacco promote harmful products through marketing, sponsorships, celebrity endorsements, and charitable donations. Studies have shown that exposure to gambling advertisements increases the likelihood of young people taking up gambling and experiencing related harms. This concern is shared by many Australians, with at least 70% opposing gambling advertising.
Details of the inquiry
Murphy’s inquiry, launched in September 2022, highlighted the growing influence of online gambling platforms, particularly on children and young people. The committee’s June 2023 report, supported by members from all parties, made 31 recommendations, including a phased approach to eliminate gambling advertising.
The proposed phases include increasing ad limits over three years, restricting online ads, and implementing rules for radio and stadiums. For instance, ads could be banned on commercial radio during school drop-off and pick-up times, and one hour before and after sports coverage. Other measures include prohibiting on-field gambling signage and logos on uniforms, and banning inducements like “free money” offers.
The final phase would result in a complete ban on gambling advertising and sponsorships. The government’s commitment to these recommendations remains uncertain, but partial adoption would leave significant loopholes for continued gambling promotion.
Learning from tobacco control
The history of tobacco regulation provides valuable lessons. Initially, Australia’s response to tobacco’s harms focused on banning broadcast advertising between 1973 and 1976. However, the tobacco industry continued to exploit other advertising opportunities until comprehensive bans were enforced, including on sponsorships and marketing.
Successful tobacco harm reduction campaigns relied on denormalizing tobacco use by restricting advertising, sponsorships, and consumption locations. If the Murphy recommendations are only partially adopted, gambling businesses will likely increase spending on permitted advertising avenues.
Financial concerns of sporting codes
Sporting codes and broadcasters argue that restricting gambling revenue could harm their financial stability, similar to past concerns when tobacco advertising was limited. However, sporting codes and broadcasters did not collapse after tobacco ad restrictions, and they are unlikely to do so with a gambling ad ban. Murphy’s recommendations address these concerns by proposing a phased approach.
Countries like Spain, Belgium, Italy, the Netherlands, and Germany have successfully implemented gambling ad bans without severe consequences for broadcasters and sports teams.
Future steps
The government is still consulting and will announce its decision in the coming weeks. The Murphy report’s 30 other recommendations, including establishing a national online gambling regulator, increasing research funding, accessing de-identified gambling data, and regulating online gambling through international agreements, also require attention. Addressing the “gamblification” of video games is another critical recommendation.
Implementing only some recommendations will not sufficiently curb gambling promotion and will continue to expose young people to its harmful effects. Comprehensive action is needed to protect the community from the dangers of gambling.
