ACMA Warns 10 Play over Breaches of Gambling Ad Rules

Amid government plans to overhaul the gambling regulations in Australia, the Australian Communications and Media Authority (ACMA), the regulator in charge of advertisements and communications, announced it issued a warning against a streaming service provider that breached the established rules related to gambling ads.

Per the current rules, online content providers must not show gambling ads during live sports events between 5 AM and 8:30 PM. This rule applies five minutes before and after each sports event.

However, as confirmed by ACMA, an investigation uncovered that Network Ten’s streaming service, 10 Play, breached the established rules for gambling advertising after presenting such ads during a prohibited time period.

The Authority’s probe came after a complaint filed by a viewer who reported seeing gambling ads during Women’s A-League game and a friendly match with England. The advertising regulator confirmed that the breaches were tied to the A-League Women’s Central Coast Mariners v Newcastle Jets match, as well as a Socceroos friendly match against England. The aforementioned games were streamed live on October 14, 2023.

In light of the aforementioned breaches, 10 Play received a formal warning. Additionally, ACMA vowed to take further enforcement action against the streaming service in the event of subsequent breaches of the established regulations.

“The ACMA may undertake further enforcement action if Ten again breaches the gambling ad rules for online content providers,“

reads a statement released by ACMA

Gambling Ad Rules Seek to Decrease Gambling Harm

Carolyn Lidgerwood, a member of ACMA, acknowledged that Network Ten must dedicate further efforts in ensuring its compliance with the regulatory framework. “These rules are in place to minimize potential harm caused by gambling promotional content,” she added.

Moreover, Lidgerwood pointed to the importance of offering gambling ads in compliance with the law. Finally, she explained that 10 Play co-cooperated with ACMA and added this was the network’s first breach.

“Streaming services are expected to have systems in place to provide their ads in line with the law.“

Carolyn Lidgerwood, member of ACMA

10 Play acknowledged the breach of the gambling rules. The streaming service confirmed that the violation was “due to an error in a manual coding process.” Still, 10 Play confirmed that an upgrade was implemented to its internal processes ensuring the scheduling of gambling ads follows the regulatory framework.

Last month, ACMA confirmed the ban of two more offshore gambling operators. At the time, the Authority uncovered two operators that breached the country’s gambling regulations and imposed the sanction.