Streaming Service Faces Backlash over Offshore Gambling Ads During A-League Match

High-profile streaming company Paramount+ could be in hot water with Australian regulators after it aired advertisements for offshore gambling company 8Xbet during a live A-League soccer match between Wellington Phoenix and Brisbane Roar. The ads aired in Australia and New Zealand, raising concerns regarding other potential breaches of responsible advertising practices.

The Breach Was Due to a Technical Bug

According to a recent report by The Guardian, the problematic ads aired due to a mixup between the international and Australian streaming feeds. A Paramount+ spokesperson attributed the issue to a third-party advertising supplier and was adamant that the company was taking adequate measures to prevent such an occurrence in the future. 

This feed is provided by a third party, and Paramount+ is working urgently with the supplier now to ensure this does not happen again.

Paramount+ statement

While technicians attempted to remove the problematic ads during the first half of the game, a second technical error saw the ads re-appear during the second half. The Australian Communications and Media Authority (ACMA,) responsible for regulating advertisements during live sports, confirmed that if confirmed, the breach could lead to enforcement actions against the streaming service.

The Australian Professional Leagues (APL) has a commercial arrangement allowing ads for 8Xbet on international broadcasts of A-League matches. However, this agreement explicitly prohibits airing such material in Australia, New Zealand, the United States, and the UK. APL teams have faced harsh criticism for this deal due to 8Xbet’s history of controversy.

The Operator Is Banned in Australia

8Xbet remains highly contentious in Australia due to previously operating without a license. An ACMA probe forced 8Xbet to leave the Australian market in 2022 after an investigation revealed it was unlawfully accepting money from Australian customers. The company has been well-known for its aggressive advertising practices that often feature scantily-clad croupiers.

Australia’s Alliance for Gambling Reform has long stood against 8Xbet’s operations in the country, accusing partnering teams of selling out. The organization’s concerns echo a growing feeling among fans that the relationship between sports and gambling may have gone too far, especially since such unlicensed operators often lack adequate customer protection measures.

Following this newest incident, the A-League’s virtual advertising partner has sent engineers to New Zealand to investigate the error and ensure compliance during upcoming matches. However, the incident has once again sparked a debate regarding the difficulties of balancing commercial agreements with responsible advertising practices in sports broadcasting.