The Australian Communications and Media Authority (ACMA) has determined that Foxtel Cable Television Pty Limited breached gambling advertisement regulations during its coverage of an Australian Football League (AFL) match between Port Adelaide and Essendon in April 2024. According to the authority’s findings, a virtual banner promoting a gambling operator was displayed without an adequate responsible gambling message, violating the requirements for gambling ads in live sports broadcasts.
Under the subscription television code of practice, any gambling-related advertisement aired during live sporting events must be accompanied by a responsible gambling message. The rule ensures that viewers are made aware of the potential risks associated with gambling. ACMA Authority member Carolyn Lidgerwood stressed the importance of such messaging in an official ACMA press release, stating, “These messages must emphasise the potential harms and risks of gambling if it is not undertaken responsibly.” She also clarified that simply displaying an “18+” logo does not meet the standard for responsible gambling messaging.
Foxtel’s Response and Corrective Measures
Upon being notified of the breach, Foxtel acted promptly to rectify the issue by adding a responsible gambling message to the advertisement in question. In addition to addressing the immediate violation, the broadcaster has committed to further educating its staff on the regulatory requirements surrounding gambling advertisements. As part of its compliance efforts, Foxtel will provide updates to the ACMA detailing the steps it is taking to ensure future adherence to advertising standards.
Despite this breach, Foxtel has not faced financial penalties. Instead, the ACMA has focused on corrective action, requiring the broadcaster to implement internal reforms to prevent future infractions.
A Pattern of Regulatory Enforcement
Foxtel is not the only broadcaster recently scrutinized by the ACMA for gambling advertisement violations. In February 2024, Network 10 was also found to have breached regulations by airing gambling ads during a Formula One Grand Prix at prohibited times. The broadcaster attributed the mistake to human error and has since taken steps to prevent similar occurrences.
The ACMA’s recent actions reflect an ongoing effort to enforce strict advertising regulations, particularly concerning gambling-related content. The authority has also penalized telecommunications giant Telstra for separate violations, issuing a $626,000 fine for breaching Australian spam laws after the company sent nearly 10.5 million non-compliant text messages.
Foxtel’s Place in the Australian Media Landscape
Foxtel, a joint venture between News Corp Australia and Telstra, operates a pay-TV service similar to the UK’s Sky. The company is a dominant force in Australian subscription television and has frequently been under regulatory scrutiny. While this latest breach has not resulted in fines, it highlights the ongoing responsibility of broadcasters to comply with advertising regulations, particularly in areas as sensitive as gambling promotion.
As the ACMA continues to enforce stringent rules, broadcasters must remain vigilant in ensuring compliance to avoid regulatory action and uphold ethical advertising standards.
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Johnny K. 2025-03-08 13:41:45
