Rules for gambling ads

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The report does not include advertising on subscription (pay) television as Nielsen Ad Intel information does not capture this data. Unless otherwise stated, all data in this report is from Nielsen’s Ad Intel and has been rounded to the nearest 100. We have encouraged broadcasters and other content providers to consider these concerns and whether amendments should be made to the various codes of practice in line with community expectations. The restrictions apply between 5.00 am and 8.30 pm and ban gambling advertising during play, within breaks in play and 5 minutes either side of the coverage of the live sporting event. It was the first time that online streaming services were required to comply with gambling advertising restrictions.
In August 2024, chief executive of Responsible Wagering Australia – the peak body for Australia’s online gambling industry – Kai Cantwell was reported as arguing that ‘a blanket ban would drive Australian punters into the arms of illegal offshore providers’. Similarly, under Schedule 8, Part 2 of the BSA, the ACMA could tighten gambling advertisement restrictions on online content service providers in conjunction with live sport via new online content service provider rules, made by legislative instrument. Advertising of wagering products and services provided by licensed operators in Australia must comply with the Wagering Advertising Code and a broader Code of Ethics. Part 7A of the IGA provides that advertisements for prohibited interactive gambling services or unlicenced regulated interactive gambling services cannot be broadcast, datacast or published online, in an app or in TV or film. The ACMA monitors compliance with these codes, which are currently under review and subject to change.
… consistently support the existence of a causal relationship between exposure to advertising of gambling products/brands and more positive attitudes to gambling, greater intentions to gamble and increased gambling activity at both individual and population level. Since then, several private members’ and senators’ bills have been introduced that seek to impose further restrictions on gambling advertising. The ACMA has requested that australian no deposit pokies internet service providers (ISPs) block more illegal online gambling sites.
For free and paid-for advice on making your ads compliant with the Codes you can contact CAP’s Copy Advice team (opens in new tab). UK Code of Non-broadcast Advertising and Direct and Promotional Marketing (CAP Code) (opens in new tab) For media not explicitly covered you should apply the principles included in these codes of practice as if they were explicitly covered. Operators should refer to LCCP provision 5 (Marketing) for the full set of code provisions relevant to marketing and advertising. You can change your cookie settings at any time.
Google acts as data processor on our behalf, further information is available in Google Cloud Platform Service Specific Terms (opens in new tab) and Google’s Cloud Data Processing Addendum (opens in new tab). The advertising of gambling products and services must be undertaken in a socially responsible manner and you must comply with the UK Advertising Codes issued by the Committees of Advertising Practice (CAP) and administered by the Advertising Standards Authority (ASA). You must also ensure that gaming signage doesn’t dominate external signage, marketing or promotions. Average spots per day is the mean calculated using the 12 months of data. Includes total advertising spend on metro TV, regional TV, metro radio, general display (website and app) and social media. Providers of online gambling services spent the most on advertising by far, with 64% of the total. Advertisements from providers of online gambling services increased in the evening and peaked in the 9 to 10 pm hour, with 24,000 spots airing in the 12-month period.
It provides a snapshot of the volume and spend of gambling advertising in Australia between May 2022 and April 2023, using Nielsen’s Ad Intel data. This new research – using Nielsen Ad intel data – provides a snapshot of the volume and spend on gambling advertising in Australia between May 2022 and April 2023. We also released our What audiences want position paper about audience expectations for contemporary content safeguards, which notes community concerns around existing advertising restrictions. At all other times of the day, gambling advertising is not allowed in coverage of live sport during play and allowed in scheduled and unscheduled breaks. The restrictions supplemented existing broadcasting rules about gambling advertising during live sport. In 2018, the ACMA finalised new rules restricting gambling advertising during live sport on both broadcasting and online platforms.
Section 125A of the BSA provides that the Minister for Communications may direct the ACMA to develop a ‘gambling promotion program standard’, via legislative instrument, which could further restrict gambling advertising on broadcast media in conjunction with live sport. The government could further restrict gambling advertising on broadcast media or online in relation to the live-streaming of sport without new legislation. The study found that gambling advertising decreased during restricted hours for most sport events, but shifted to later times, resulting in an overall increase in TV and radio gambling advertising. This observation is borne out by research by the ACMA that examined trends in gambling advertising during live sport on TV, radio and streamed online, following the introduction of the 2018 restrictions.
NSW has implemented Consistent Gambling Messaging (CGM), which is part of the National Consumer Protection Framework (NCPF) for online wagering Find out more about these rules and responsibilities aimed at gambling harm minimisation.