Bill Shorten Urges Balanced Approach to Gambling Ads: Protecting Free Media While Shielding Kids
Bill Shorten Defends Gambling Advertising Amid Calls for a Ban in Australia
In a recent discussion about gambling advertising in Australia, Minister for the National Disability Insurance Scheme, Bill Shorten, raised concerns about the implications of an outright ban on such advertising, suggesting it could negatively affect free-to-air media, which is already struggling against the competition from digital platforms like Facebook.
During an appearance on ABC Australia’s Q+A program on August 12, Shorten articulated his belief that a total prohibition on gambling ads—recommended in the 2023 Murphy report—would not be the most effective solution. He stated, ‘I’m not convinced that complete prohibition works,’ highlighting the complex landscape of media revenue that local broadcasters face today.
The Rise of Digital Media
Shorten pointed out that the financial viability of free-to-air networks is increasingly dependent on revenue from gambling advertisements. He remarked, “We’ve got ourselves in this wicked situation where, now, some of the free-to-air media need gambling ad revenue at any time in order just to stay afloat.” He expressed concern over the dominance of tech giants like Facebook, saying, “I don’t want Mark Zuckerberg or Facebook in charge of my news feeds,” criticizing their non-contribution to the Australian media landscape.
Proposed Regulations Rather Than a Ban
In lieu of a blanket ban on television and radio gambling advertisements, the Australian government is reportedly considering a compromise: capping gambling ads at two per hour until 10 PM and restricting advertisements before and after live sports broadcasts. This suggests a measured approach focused on regulation rather than outright prohibition.
Shorten emphasized the need to protect children from gambling ads, stating that the government’s focus would be on preventing these advertisements from infiltrating digital markets. “We want to look at what’s the exposure to kids, how we avoid normalising gambling, and also how do we make sure that when you watch sport, you watch sport,” he stated.
Potential Restrictions on Sponsorships and In-Stadium Promotions
Further indicating future initiatives, Shorten mentioned that the government is considering measures to restrict both in-stadium promotions and sports sponsorships associated with gambling. He noted the government’s ongoing discussions with relevant ministers to address various forms of gambling promotion.
Political Response to Advertising Regulations
The proposal to relax the ban on gambling advertisements has faced backlash from several influential figures, including former rugby international David Pocock. Meanwhile, the opposition Liberal Party has indicated its support for banning gambling ads during sports broadcasts, as articulated by Jane Hume, the shadow minister for finance and public services. Hume stated, “Our policy is to ban it during sports telecasts, because that’s where it is. That’s where families are sitting with their kids. That’s what kids are watching.” However, she stopped short of advocating for a complete ban on TV and radio gambling ads, a stance previously endorsed by former Prime Minister John Howard.
The debate over gambling advertising in Australia continues to evolve, with a clear emphasis from the government on finding a balance between protecting vulnerable audiences and preserving the economic sustainability of traditional media outlets. As discussions progress, the focus will likely remain on a range of measures aimed at curbing gambling exposure, particularly for younger audiences.