Affiliate Leaders puts the spotlight on Australia as we break down some of the political discussions surrounding a potential ban on gambling advertising, and the impact that this could have on affiliates.
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Another week, another jurisdiction looking to introduce more stringent controls on the gambling industry. This time, it’s Australia that finds itself in the spotlight with the country’s Green party championing a bill to issue a blanket ban on all forms of gambling advertising.
Should the legislation pass and make its way into law, it would create a multitude of challenges for affiliates operating in Australia – closing the doors to traditional customer acquisition avenues such as TV, radio, print and online adverts.
Political back-and-forth
What’s interesting about this proposed ban, however, is that this latest bill forms part of an ongoing back-and-forth battle of words between Australia’s politicians on how the sitting Labour party government should be running the country. In this case, the proliferation of gambling adverts is the battleground for political frustrations.
This is a discussion that has been going on for quite some time now. Since June 2023, the Australian government has been weighing up its response to the 2023 Murphy Report, which outlined more than 30 recommendations for how the country might reform its gambling sector.
Among them is the introduction of national regulation to reduce gambling-related harm, the creation of a gambling ombudsman, a harm-reduction levy on online wagering service providers, the roll out of a public education campaign as well as additional independent research and data collection.
The bill, which is being championed by Green senator Sarah Hanson-Young, reads: “Such a ban has been recommended time and time again by experts and there is wide public support. It is what the community expects. It will be extremely disappointing if the major parties continue to show they don’t have the guts to stand up to the gambling lobby.”
Hanson-Young has been a vocal advocate for investigating the impact of gambling advertisements on Australian communities, having previously addressed the topic with the Environment and Communications References Committee.
She told the Senate on 9 October: “This inquiry is important because what we’ve seen is, despite the promises made by the government and despite a unanimous report introduced and tabled in the house of representatives over 12 months ago that recommended a total ban on gambling advertising – a report that was supported by all sides of politics – those recommendations are sitting on a shelf in the minister’s office not being acted upon.”
As the government continues to review its response to the report, media agencies and gambling industry stakeholders have been working alongside government groups to help them understand some of the difficulties that they will face should a blanket ban on advertising be introduced.
Impact on affiliates
As with any industry, a ban on all forms of advertising is going to have far-reaching effects. Gambling is no exception to this.
In Australia, affiliates have relied heavily on promoting gambling offers and bonuses via paid media channels for several years. Across sports betting and casino, utilising advertising formats such as TV, radio, social media and print can be an effective way to build brand recognition with new and existing audiences.
However, with advertising facing a potential ban, their ability to reach new players and drive traffic to operators’ sites will be severely restricted. Even online content such as sports blogs and review websites may be impacted if the restrictions are interpreted broadly to include affiliate links. Affiliates will have their work cut out to navigate these potential challenges and maintain brand visibility.
While paid advertising may face a shutdown, this doesn’t signal a death knell for affiliates. Far from it. There are strategies that affiliates can use to maintain brand visibility.
By investing in content-driven marketing, affiliates can focus on delivering added value to players through in-depth reviews, guides and responsible gambling content. The gambling industry has also seen a considerable rise in multimedia content – namely match analysis and streaming of casino content – which many affiliates have tapped into to help build communities of players.
Affiliates that are able to position themselves as responsible gambling advocates, aligning their messaging with player protection and encouraging an entertainment-led experience, may also gain favour in this new regulatory environment.
What next?
Whether or not the bill passes through the Senate is still to be seen; with two more readings, industry eyes will be firmly fixed on Australia to see what lies ahead. Should the bill progress through the Senate, it will then be passed through to the committee phase and then potentially face a committee inquiry, before being voted on in its final form.
As the industry eagerly awaits news on a potential gambling ad ban, it’s essential that affiliates and media publishers are engaging with the ongoing political debate.
The Australian gambling landscape is in flux; engagement from industry stakeholders – operators, suppliers, affiliates and responsible gambling organisations – will be key in shaping the discussions around gambling and regulatory developments.
Building coalitions with operators and other stakeholders to present a case for responsible advertising practices, rather than a total ban, could influence the final shape of the legislation.
While the gambling ad ban in Australia presents severe challenges for affiliates, those who adapt their strategies – by focusing on organic growth, diversifying geographically, and engaging with regulatory developments – will be better positioned to survive and potentially thrive in this new era.