ACMA Takes Action Punish Nine Media For Unauthorised Gambling Ads

Online gambling regulation is in place for a good reason. While some find that the pastime is a great channel for entertainment, there are other vulnerable parties whose lifestyles are put at risk through subjection to betting practises. Such vulnerable parties especially include children.

Australia has cracked down on online gambling in their recent history, already having outlawed digital casino gambling in the country. While they have allowed sports betting to continue online, they have set strict provisos to ensure that all vulnerable parties are protected as much as possible, without taking away the need for gambling businesses to practice a certain degree of freedom to market their products/services.

“A survey-based investigation in 2015 showed that over half a million Australian adults placed bets on sports, with the average spend per household amounting to around $1,000. This is a fine market to want to capture as a sportsbook.”

Nine Media have recently been a little careless in this regard, and advertising watchdog Australian Communications and Media Authority (ACMA) want to use them as an example to warn other media houses of the fact that contravening the advertising laws can come at a great cost.

 The Dastardly Deed

An investigation against Nine Media in Australia by the ACMA revealed that the media house overstepped strict marketing protocols in 2019, during the pre-game programming for State of Origins Games 1 and 2. In contravention to legislation on the matter, Nine Media aired gambling advertising during this time on their online streaming channel – 9Now.

Strict laws stipulate that no gambling adverts can be streamed within 5 minutes of the ‘kick-off’ a sporting event. Furthermore, no gambling advertising is allowed during Live Sports on stream between 5am and 8:30pm, each day. The thought behind this legislation is that sporting events are seen as family viewing time. These rules are in place to protect minors from the negative effects of gambling while watching their favourite sports and other TV shows.

 Actions Have Consequences

As a result of the contravention, Nine Media are facing action by the broadcasting regulator in the form of a remedial direction, whereby the company is to train its staff in the compliance of gambling advertising laws and must submit two reports within 12 months proving that the necessary training has been carried out. Failure to comply may result in Nine Media having to fork out around $420,000 in fines and penalties.

 Ethics For The Win

While progressive countries seek not to limit the degree of entertainment that Adults may subject themselves to, most responsible regulating bodies find it a necessary duty to fight for those who cannot reason properly for themselves. Strict governance is a necessity and the response from the ACMA is a positive reflection of well-exercised governance on the issue.