Australian sports streaming platform 10 Play warned by ACMA over daytime gambling ads

Gambling ads in Australia are banned from being shown during sports matches streamed between 5am and 8.30pm.

The platform breached regulations by streaming an ad during two sports streams on 14 October 2023. One was an international friendly between the Australian national football team and England. A second ad ran during an A-League Women’s Central Coast Mariners and Newcastle Jets match.

10 Play: Coding error responsible for gambling ad breach

Network Ten, the network behind 10 Play, said an error in a manual coding process had caused the breach. It has since upgraded its processes and its gambling ad scheduling is largely automated.

“These rules are in place to minimise potential harm caused by gambling promotional content,” ACMA member Carolyn Lidgerwood said of the breach.

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

A formal warning was issued to the network as a first-time offender.

“This is the first time Ten has breached the rules around gambling advertising in live sports and it has co-operated with us throughout our investigation,” Lidgerwood said.

Industry awaiting updated gambling ad ban rules

Australia is embroiled in a national debate on gambling advertising as it awaits the government’s updated gambling advertising rules.

A watered-down version of the total ban proposed in the 2023 Murphy Report is expected. Reports have suggested a cap of two gambling ads per hour until 10pm and a ban on gambling ads an hour before and after live sports broadcasts.

Government minister Bill Shorten has suggested a blanket ban would only undermine free-to-air media in the country. However past and present politicians continue to push for the Murphy Report to be implemented in full. One think tank has even suggested imposing a 2% GGR levy on gambling operators to make up any ad revenue shortfall.