Gambling ads are back in the spotlight as media watchdog ACMA extends bands across both free-to-air TV in a new code of practice.

Just days after reports suggest NSW could be the first state to ban live betting odds advertisements,  the Australian Communications and Media Authority is cracking the whip and registering a new Commercial Television Industry Code of Practice today.

Primarily in response to “tremendous shifts in the media landscape”, ACMA is prohibiting gambling ads between 6am and 8.30am, and again between 4pm and 7pm during G rated programs. The rule previously only applied to primary channels but now stretches to cover multichannels like Eleven, 7mate and Go!

“The code now reflects the contemporary media environment, is expressed in a user-friendly and simpler form and, importantly, contains a package of community safeguards appropriate in this new environment,” ACMA Chairman, Chris Chapman said.

“Since the previous code was registered in late 2009, there have been tremendous shifts in the media landscape. Many of the provisions in the earlier code had been around for twenty years or so—from an analogue era where viewers could only source content from three commercial free-to-air channels and two national broadcasting channels.

“The digital era has brought many challenges for broadcasters, and there were aspects of the previous code which made it difficult for them to respond and innovate. The digital era has also brought challenges for viewers, and the new code is designed to assist them to better manage their own viewing in an environment in which responsibility will be increasingly shared between government, industry and, importantly, viewers (citizens).

“We have worked with Free TV to ensure the code was well adapted for this new environment while retaining core viewer safeguards,” Chapman said.

ACMA also took on the advertising of booze and the promotion of M and MA programs in its fresh changes.