The issue of gambling advertising has resurfaced after federal opposition leader Peter Dutton announced that the Coalition government will move to ban sports betting advertising during the broadcasting of games and that would include air time an hour on either side of a sporting game.
The Prime Minister Anthony Albanese told media that he personally finds betting advertisements during sporting matches ‘annoying’ and that there is a review underway.
It’s not enough
But Associate Professor, School of Economics, Finance and Marketing at RMIT, Dr Lauren Gurrieri, says that concentrating efforts around footy matches is not enough.
‘Gambling marketing is pervasive and is increasingly becoming normalised as part of sporting culture more broadly.
‘Dutton’s call to ban sports betting advertising during and on either side of the broadcast is an important step in the discussion towards decoupling this association. However, it won’t be enough to deter people.
Dr Gurrieri says every year the gambling industry continues to up its investment in advertising. ‘According to Nielsen Research, Australia’s gambling industry increased its spend on advertising by almost $200m in 10 years (2011-2021). And that’s excluding in-stadium advertising or sponsorships.
New and intrusive ways to influence behaviour
‘While the regulation of sports betting advertising on traditional media, such as television, remains important for addressing gambling risks and harms, digital marketing has presented new and intrusive ways for gambling companies to reach consumers and influence their behaviours.
‘Gambling companies are increasingly using technology to develop sophisticated marketing tactics that existing regulations and codes struggle to keep pace with.’
Dr Gurrieri says consumers using apps designed by gambling companies can watch live streams of sporting broadcasts within the platform itself.
‘This creates an integrated sports and betting experience that may be more challenging to regulate.
‘This highlights that policymakers need to be attentive to the raft of promotional techniques that constitute the highly saturated gambling marketing environment.
‘Albanese’s review will need to need to consider the existing, new and future tactics the gambling industry use to target and gain consumers.’
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