AFL on the Brink of Approving less Stringent Gaming Regulation Overhaul
AFL Lobbies Against Proposed Gambling Advertising Ban
The Australian Football League (AFL) is pushing back against the Federal Government's plan to ban gambling TV advertising during live sports events, citing financial concerns and a significant reliance on betting sponsorship and advertising revenue.
The Government's proposal, inspired by the 2023 Murphy Report, aims to impose a phased ban on all gambling advertising to combat the widespread harm caused by gambling addiction and exposure, especially to children. The reforms, which include bans on front-of-shirt betting sponsors, advertising during matches, and limiting partnerships between sport and betting companies, have previously faced opposition from media and sports stakeholders, including the AFL [1][2][4].
The AFL's financial dependence on gambling revenue is evident. Sports betting in Australia accounts for less than 5% of gambling revenue, while gaming machines contribute to 85%. The AFL generates substantial income from betting advertisements and partnerships, creating a "massive vested interest" in maintaining these arrangements [2].
The league's leader, Gillon McLachlan, argues that the proposed policy is unbalanced as it only covers gambling advertising during live TV sports, not at sporting venues, clubs, or hotels. He claims that such a prohibition would cost the industry millions of dollars [3].
The AFL is willing to accept a gambling advertising ban on all afternoon games and any matches before 8:30 PM, preserving the advertising period before the first bounce, which is referred to as the "golden hour." The AFL, NRL, and Cricket Australia have jointly proposed a mitigation of the ban, suggesting the restriction after 8:30 PM be lifted [3].
The Federal Government is set to bring this proposal to the federal Cabinet next Tuesday [3]. The potential implications for the AFL and the broader industry include significant revenue loss, growing criticism for the league's close ties to the gambling sector, and the impact on gambling harm. The ban aims to reduce Australians' exposure to gambling ads, particularly protecting children and vulnerable groups, thereby addressing the annual $31.5 billion loss due to gambling harm nationally [1].
The outcome of this conflict could reshape sports marketing in Australia and has significant public health implications [1][2][4]. The Government's plan seeks to curb gambling-related harms substantial to health and society, while the AFL's lobbying reflects its financial reliance on gambling advertising.
The Australian Football League (AFL) is concerned about the potential financial impact of a proposed ban on gambling TV advertising during live sports events, as they heavily rely on betting sponsorship and advertising revenue. The league's leader, Gillon McLachlan, argues that sports-betting forms a significant portion of their income, and a ban could cost the industry millions of dollars.
