Has Australia had enough of gambling ads?
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Australia’s reputation is evolving beyond boomerangs and its diverse wildlife. Online gambling has become a way of life among Australians, prompting the attention of the Australian government. Consequently, the government has introduced new gambling reforms in response to this growing trend.
Research conducted by government agencies reveals that in the past 12 months, nearly three-quarters of the Australian adult population has participated in some gambling activity. There is rising concern within the nation, with 77% of the general public saying there are too many gambling opportunities nowadays.
Taking note of these statistics, the Australian government has proposed and started implementing a set of measures, which we will look at and examine in depth in this article.
The most significant change includes altering how online operators have been doing their outreach thus far in online and TV ads. While they have always been required to incorporate certain slogans at the end or bottom of their ads, the government, after some behavioral research, has proposed an updated and more direct wording to be implemented. Also, all adverts need to contain an advisory message on responsible gambling.
There is more to it than just the choice of words, however. TV stations are constrained to air gambling-related advertisements only after 8:30 PM until 5 AM, with at least a two-hour break between ads. The aim is to limit the exposure of these messages to any minors or children who happen to be watching during the day.
These measures have brought some unintended recoil, however: operators have only increased the number of advertisements within that time span. Two media channels, the Seven and Nine Networks, have even broken this rule, airing gambling advertisements during their Olympics broadcast.
Sports betting remains the most significant percentage (44%) of all gambling done in Australia. A substantial part of Aussie culture, this category has been the toughest one to regulate thus far, especially for young people.
While only adults are permitted to wager on sports events, the Victorian Gambling and Casino Control Commission (VGCCC) has enacted a ban on any betting done on games involving people younger than 19 years of age. This move was made to limit the exposure to sports betting with minors.
Casino operators will pay more in taxes in the coming year, as determined by the New South Wales government. This change will support NSW financially, ensuring that casinos pay an appropriate contribution back to the community, especially after a string of natural disasters struck the state.
In addition, the NSW government proposes using improved privacy measures and facial recognition technology to support self-exclusion schemes across the board, as well as the introduction of cashless gaming in hotels and clubs.
Another change is being implemented with the aim of protecting minors: altering how loot boxes are sold in video games. Loot boxes are a relatively newer trend with video game companies, offering mystery packages of virtual items for video games. This is a way that companies are able to make more money after the initial buy price of the game.
While it has not yet been widely recognized as a form of gambling, loot boxes do involve an element of chance. The buyer does not know what resides in a loot box and is shown percentages on how rare an item that might drop is, adding to its allure and fun – very similar to a slot machine, which is why loot boxes are involved in the legislation.
Starting September 2024, any video games with gambling-like elements would receive an 18+ rating, and any with loot boxes or any similar purchases based on chance would be rated Mature, as proposed by MP Andrew Wilkie.
Gambling has always been a part of Australian culture and these new reforms serve a similar function to the ones that have come before, namely those made in the Interactive Gambling Act of 2001. They aim to create a safer and more enjoyable iGaming experience for everyone.
