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Advertising code of conduct hits gambling firms hard

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Gambling firms have been hit hard by the new advertising code of conduct. The code of conduct released by the Australian Association of National Advertisers (AANA) requires gambling companies to revise their products. If casinos fail to comply, they will not be able to advertise on national television.

The AANA has indicated that the current system of advertising and the products of the screens are not socially responsible. This is also in line with what the leader of the parliamentary caucus of the Australian Greens, Richard Di Natale suggested. Although he wanted to have gambling Ads to be fully banned!

The caucus leader argued that the companies run their advertising at any time that suits them. He added that they further do not consider the family times.

Image of Advertising in action

Who gets affected by the advertising code of conduct?

The advertising code of conduct has been under review since December. This was when the AANA first decided to monitor the way the gambling companies promoted themselves on live television. The new code of conduct binds all the sports betting, from horse racing to greyhound racing. Although oddly enough, the casinos are exempted from the rules. This then puts pressure on the gambling companies to regulate themselves and adhere to the rules.

The AANA wants all the advertisers to be responsible for their marketing while at the same time they must respect their profession. Director of policy and regulatory affairs, Simone Brandon, said they want advertising companies to be aware of their commitment to the community. He added, “and to be accountable for how they communicate their products”.

The basic prohibitions of the code of conduct include;

  • Glorifying gambling and betting
  • Suggesting betting can make you rich
  • Targeting youngsters with ad campaigns, including the use of cartoons or superheroes
  • Showing gamblers drinking while betting

Tabcorp leads a riot against the advertising code

Australian betting giant, Tabcorp, who operates betting outlets all over Australia; said they will not adhere to the rules. Even though all companies in the gambling industry are expected to be bound by the code, Tabcorp believes this is pointless.

Tabcorp said they saw no reason for local companies to be suppressed into following the rule.  They’re reasoning for the rejecting the code was overseas betting sites continue with the in-play betting that the IGA has rejected. A statement by the Tabcorp said a self-regulatory code will not force the company to change their ways.

“The Federal Government has also made it clear that online ‘in play’ betting on sport is illegal,” a Tabcorp spokesperson said.