ACMA Warns 10 Play for Gambling Ad Violations During Live Sports Broadcasts

ACMA Issues Warning to 10 Play for Gambling Ad Violations During Live Sports Events

The Australian Communications and Media Authority (ACMA) has recently taken a strong stance against gambling ads shown outside legal hours.

In a notable regulatory move, ACMA issued a warning to the streaming service 10 Play, operated by Network Ten Pty. This action follows a breach of gambling ad regulations during live sports broadcasts.

This warning highlights the importance of compliance with Australia’s stringent advertising rules. Such regulations are designed to protect viewers from excessive gambling promotion during sensitive hours.

Network Ten must address these violations by enhancing its ad scheduling processes. This will ensure full compliance with ACMA regulations and prevent future breaches.

ACMA’s Warning to 10 Play

The ACMA has issued a formal warning to 10 Play, following an investigation that uncovered violations of gambling advertising rules. According to Australian regulations, gambling ads must not be streamed during live sports events between 5am and 8:30pm, nor in the five minutes before or after such events.

10 Play, a streaming service under Network Ten Pty, showed gambling ads during the October 14, 2023, A-League Women’s match between the Central Coast Mariners and the Newcastle Jets, as well as a friendly soccer match between the Socceroos and England. The ads aired during prohibited times, violating ACMA’s guidelines.

Regulatory Framework and Compliance

The Interactive Gambling Act 2001 and related regulations set strict rules for gambling advertisements to prevent harm. Specifically, they aim to reduce the exposure of gambling content to audiences during times when they might be more impressionable. This approach seeks to curb the normalization of gambling, especially among younger and vulnerable viewers.

Carolyn Lidgerwood, an authority member of ACMA, emphasized the need for Network Ten to enhance its compliance measures. She stated, “These rules are in place to minimize potential harm caused by gambling promotional content. Streaming services must ensure their advertising placements comply with legal requirements.”

Network Ten’s Response and Future Actions

Network Ten acknowledged the breach, attributing it to a manual coding error in their ad scheduling process. The company has since committed to rectifying this issue by upgrading its ad scheduling system. This upgrade will include more automated processes to ensure that gambling ads are not shown during restricted times.

This incident marks the first time 10 Play has breached gambling advertising regulations, and the company has cooperated fully with the ACMA throughout the investigation. By addressing the issue proactively, Network Ten aims to restore its compliance standing and avoid future violations.

Ongoing Monitoring and Compliance

The ACMA’s warning serves as a reminder of the importance of adhering to advertising regulations. Streaming services like 10 Play must remain vigilant in their compliance efforts. The ACMA will continue to monitor and enforce these regulations to protect consumers and uphold the integrity of Australian broadcasting standards.

The recent warning issued by the ACMA to 10 Play underscores the regulator’s commitment to enforcing gambling advertising rules. With over 1,026 gambling websites already blocked and ongoing efforts to curb illegal gambling practices, the ACMA remains vigilant in maintaining a safe broadcasting environment. Network Ten’s swift response to rectify the breach demonstrates a willingness to comply with regulatory standards. However, the incident highlights the need for all media and streaming services to implement robust compliance measures to prevent future breaches.