Ep 31 – Media Gambling – Media Watch

But now it’s online gambling in Australia, and it’s not just people who love gambling:

SHAQUILLE O’NEAL: Of course your Aussie games are built differently, like the Points Bet tool. It’s faster, easier, more unique markets, better offers.

– YouTube, PointsBet advertisement, August 29, 2022

That was NBA legend Shaquille O’Neal encouraging you to bet your money. And he is not alone.

Free TV produces almost half a million ads a year for online gambling, or a staggering 1,200 ads a day across all channels and markets:

VOICEOVER: Now it’s the best time of the game with the best tool in the games, TAB, we continue.

– TAB Advertising, Ten Network, September 4, 2024

And if you add in radio and pay TV, and plug-ins, there’s much, much more, and Australians lose $1,635 per more people every year, according to the Grattan Institute, than anyone else in the world.

So, it’s no surprise that a parliamentary inquiry last year unanimously recommended that online gambling ads be banned from our computers and TV screens:

SARAH ABO: Online gambling advertising could be banned in three years following an investigation into its effects. A new report released today found that children are being trained to gamble by advertising and video games…

– Today, Nine Network, 28 June 2023

The inquiry last June was led by Deputy Chief Peta Murphy, who found cross-party support for a total ban and said the public wanted it too, telling Channel Nine:

PETA MURPHY: … Australians hate gambling ads and they especially hate gambling ads aimed at their children.

– Today, Nine Network, 28 June 2023

And last week a RedBridge poll confirmed that conclusion, with 72 per cent of Australians saying they support a total ban.

So, when there are MPs and voters, why hasn’t it happened? Answer: it’s not just punters who are addicted. TV networks also:

PETER OVERTON: The future of Australian free-to-air television and sports could be in serious jeopardy if a total ban on gambling advertising is introduced…

– News Nine (Sydney), 13 August, 2024

Yes, commercial TV networks would face a huge financial windfall if gambling ads were banned, and the government is not a gambler.

At Nine Newspapers Paul Sakkal revealed last month’s botched plan to ban ads on social media and the internet, but limit them on TV:

… Labor is proposing two gambling adverts an hour on every channel until 10pm, and banning adverts an hour before and after games…

– Sunday Age, 4 August, 2024

And Labor Minister Bill Shorten was quick to come out of Q+A to tell us why the government can’t deal with all the pigs:

BILL SHORTEN: We’ve found ourselves in this unfortunate situation where some of the free media now need gambling advertising money at any time to stay afloat.

– Q+A, ABC, 12 August, 2024

And other Labor ministers echoed his concerns:

KATY GALLAGHER: We’re coming to a time where the ability of free media is really being challenged, so any responsible government will need to take that into account.

– ABC News Channel, August 13, 2024

After four weeks, we are told that the announcement is imminent.

And all indications are that the TV network has suspended the full ban on continuing. For a moment at least.

But, would such a ban really kill?

Veteran anti-gambling expert Tim Costello says no:

TIM COSTELLO: I think what we’re seeing is crying wolf. Italy, Spain, Netherlands where they banned gambling ads, advertisers said ‘oh that’s going to be bad’, they all did OK. The rules of the game said ‘oh it’s going to be bad’ – they all did well. Just like what happened with tobacco that’s why we should treat it like tobacco.

– ABC News Channel, August 13, 2024

So, should the government be brave?

A recent analysis by the ACMA found that TV advertising for gambling was worth $162 million a year, but that is estimated to be only six percent of the annual total of $3.2 billion spent on TV advertising.

However, industry group Free TV warns that local broadcasters are on the brink and say the revenue is irreplaceable.

When Seven chief executive Jeff Howard blamed the collapse of ad revenue across the TV industry last month as he announced a 69 per cent drop in profits, he told The Australian:

“Our share of that decline was $100m. So it’s a huge disruption to start with when you look at how we run this business.”

– The Australian, 14 August, 2024

But the government has also come under pressure to hold back, with former Liberal Prime Minister John Howard joining Malcolm Turnbull and former state prime ministers to call for a total ban:

JOHN HOWARD: ‘Gambling losses cause serious harm to society’.

– News Nine (Sydney), 10 August, 2024

Even the founder of betting giant Paddy Power recently told the ABC that a total ban was the way to go:

STEWART KENNY: If the politicians and the government want to protect the children they will go ahead with that ban, if they want to protect the profits of the rich booksellers they will go ahead with some ban.

– RN Breakfast, ABC, 19 August, 2024

We should find out this week how the Government jumped. But don’t forget that the federal election is coming up next year.

And we would be surprised if the government would have the courage to pick a fight with Australia’s powerful media companies during an election.

So, it looks like those ads will still appear on your screen.