A move to alter Australia’s TV advertising code for M-rated content, including gambling, has been vetoed by the Australian Communications and Media Authority (ACMA).
Free TV Australia, a body representing Australia’s commercial free-to-air TV networks, submitted a revised code to the ACMA in March after conducting a review of the Commercial Television Industry Code of Practice 2015.
One of the amendments proposed an extension of the times when M-rated content – which includes alcohol and gambling adverts – would be allowed for broadcasting on commercial TV.
The ACMA highlighted that after reviewing the document with “careful consideration”, it was not satisfied with the level of community safeguards that the revised code offers, essentially rejecting it by concluding that there is potential for children to be subjected to the M-rated content.
Following the rejection, the ACMA further stated that it is commencing its own review of the advertising landscape driven by outstanding community concerns.
The assessment will set out to reveal whether the current code is adequately protecting consumers, and if not – inform future policies on advertising standards.
In the meantime, the ACMA has advised Free TV to refer to the existing gambling advertising rules to ensure that they’re synchronised with its broadcast safeguards.
Furthermore, the media regulator has urged Free TV to extend these safeguards to all online TV content, on par with the approach taken by national broadcasters.
The latest development finds its roots in a wider campaign by the ACMA to clamp down on gambling advertisements amid rising concerns over problem gambling rates.
Just last week, influencers were threatened by the media regulator with a fine of up to AU$2.5m (£1.2m) if found promoting illegal gambling websites.
The warning was a result of a study by the University of Sydney which revealed that the number of Australian content creators that link to offshore operators is rapidly increasing.
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