NSW To Become First State To Ban Live Betting Ads As Online Gambling Expands

NSW To Become First State To Ban Live Betting Ads As Online Gambling Expands
SHARE
THIS



Melbourne Cup is no longer just a one-off betting experience for Aussie punters, but instead an arena for online gambling houses to vie for the attention and dollars of potential gamblers.

By the time the Spring Carnival season is over, Australians will have bet nearly $1.5 billion since August.

It might be an overcrowded market for multinational online gambling houses, worth the pretty price of $750 million in revenue but with a turnover 10 times that, but that isn’t slowing the efforts of these companies in the bid for people’s cash.

Gambling is the fastest-growing category of advertising on television, and until 2009, NSW and Victorian legislation actually banned interstate gambling companies from advertising.

But that was before the High Court ruled the laws were a restraint of trade and since then it’s been up for grabs, especially during sporting events – and not just after the kids are asleep either.

In the first nine months of this year, from January to September, the industry spent $107.6 million on TV ads alone, up 38 per cent on the same period in 2014, according to Standard Media Index. And those figures don’t include the massive spend for the Spring Carnival and the Melbourne Cup.

But NSW could be about to become the first state to ban the advertising of live betting odds, after the Baird government labelled the practice a risk for problem gamblers and children.

The changes are expected to affect betting advertising during the NRL, AFL, cricket and football, to name a few, with the government also setting out to ban advertising live odds on the radio, with changes kicking in early next year.

“The sports betting market is becoming increasingly competitive with operators aggressively chasing market share through promotions, so it’s important that regulation moves with the industry,” Acting Premier Troy Grant told News Limited.

From 1 March nest year, live odds advertising will be banned during sporting fixtures that last four hours or less, with maximum fine for breaches up to $5500.

From 1 December, an existing ban on advertising betting enticements, including credit and reward schemes, is being stretched to cover a much larger range of these types of schemes that are designed to draw in punters.

The changes will not affect online, live betting, which is being reviewed by former NSW premier Barry O’Farrell.

Marketing is skewed towards younger males, with ads depicting their favourite sporting stars watching a game and placing their bets, in an effort to encourage participation.

“The message was ‘betting is patriotic and entirely normal’,” Deakin University researched Samantha Thomas told Fairfax, with reference to a campaign featuring Socceroo Mark Schwarzer.

“It’s a step in the normalisation of betting among young men. They are shown in peer groups, and sports betting is being directly linked with common symbols surrounding the sport.”

 

Latest News

Dan Gregory’s Five Tips For Effective Collaboration
  • Opinion

Dan Gregory’s Five Tips For Effective Collaboration

In this guest post, CEO of The Impossible Institute, Dan Gregory (main photo), says if you’re lost for inspiration then two heads – even 100 heads – are always better than one… The implementation of effective collaboration leading the generation of results has been well documented, but there is one example that comes to mind – this […]

Opinion

by B&T Magazine

B&T Magazine
Poll Reveals What Journalists Fear the Most
  • Media

Poll Reveals What Journalists Fear the Most

A global poll of journalists from 52 countries has identified declining ad revenues as the profession’s number one concern. Staff cuts came second and the dreaded “fake news” came in at third. The poll was conducted by German press organisation Impressum and asked respondents the three questions below: In one word, what defines journalism in your […]

by B&T Magazine

B&T Magazine
Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing
  • Advertising
  • Marketing

Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing

A new Aussie study – based on the views of some of adland’s brightest – has concluded that data and technology is bringing agency creatives and marketers far closer together. The study, titled Joining The Dots: The Future Of Creativity, was conducted by PwC and Google and included the opinions of 15 industry thought leaders […]

by B&T Magazine

B&T Magazine
Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More
  • Marketing

Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More

Consumers are willing to pay more for products that not only have the features they want but also are delivered by businesses with a good reputation, a new Australian study has found. The study (which you can read in full here) was done by researchers at the University of Technology Sydney (UTS), puts a price on reputation […]

by B&T Magazine

B&T Magazine
P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network
  • Media

P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network

The acquisition of Nonstop Media by ASX-listed P2P Transport Limited will create Australia’s largest taxi advertising network. Adflow, P2P Transport’s advertising division, will take control of all acquired media assets to complement its growing fleet of digital rooftop signage, vehicle wraps and in-vehicle entertainment products across Australia. The acquisition grows Adflow’s footprint substantially by adding […]

UNSW Partners With Adobe To Transform Its Digital Ecosystem
  • Marketing
  • Technology

UNSW Partners With Adobe To Transform Its Digital Ecosystem

Computer software giant Adobe has announced a partnership with UNSW Sydney that will see Adobe Experience Cloud implemented across the university’s global digital ecosystem. The partnership with Adobe is part of a five-year overhaul of UNSW’s digital ecosystem designed to boost its reputation as a top 50 global university through improved integrated marketing capabilities and […]