AFL Stands to Lose $80M Annually If Gambling Ads Are to Go

Caught in a vituperating debate, politicians are bandying words about how to best regulate the gambling market in Australia. The country has seen much change over the past years, starting with probes into its land-based license holders, suspending gambling advertisements outside gaming clubs, and not least launching a comprehensive self-exclusion program.

AFL Could Be Significantly Impacted by Gambling Ads Ban

All of this comes as the Albanese government is similarly testing cashless payment options to combat problem gambling and money laundering while also debating the potential suspension of all gambling advertisements, or at least a partial cap.

Should a complete ban on gambling advertising be rolled out, the Australian Football League (AFL) is expected to be on the hook for $80m (roughly AU$120m). The news was leaked by 9News, a local media outlet, which has obtained documents revealing the figures. It’s not yet clear what the impact on grassroots football may be in the country, but by one estimate, youth programs will be severely underfunded.

Despite this, the AFL has mostly stood tall in the matter, and has said that it would accept a proportionate and balanced approach to regulating the gambling advertising industry, but has stopped short of calling for a complete suspension.

Some politicians have offered to introduce a new “tech tax” on international companies, but this move relies a little too heavily on said companies agreeing to offer services to customers locally.

An example of a tax that backfired comes from Canada where the government tried to force Facebook to pay to media outlets whose articles users were sharing on its platform. Facebook eventually said it would not and stopped supporting news on its platforms leading to serious consequences for small and established media outlets.

A Complete Ban on Gambling Ads Still Hotly Debated

Therefore, taxing big tech is muddy waters at best, and not a lifeline for depleting revenue coming from gambling advertising. Regardless, consumers do support the obliteration of gambling advertising from all media – physical and digital. This sentiment is unlikely to change.

Politicians on the other hand may seem beholden to gambling bosses, but the reality is that they are trying to avoid a calamity as they try to understand whether sectors such as free-to-air TV a way would have to remain sustainable without gambling money. What is beyond doubt, however, is that Australians are spending way too much on gambling and the societal costs run in the billions.