Australian operators warned to knuckle down on TV gambling harm messages

The NSW Government (New South Wales) is calling on wagering operators to ensure that responsible gambling messages are communicated effectively in advertising.

The announcement comes as Liquor & Gaming NSW has issued show cause notices to two betting operators due to irregularities in their TV ads that undermined previously-agreed responsible gambling messages.

Liquor & Gaming NSW is responsible for ensuring operators in NSW comply with various measures in the Framework, including responsible gambling messaging.

Jane Li, Liquor & Gaming NSW Executive Director of Regulatory Operations and Enforcement, emphasised that wagering operators in NSW should ensure their advertising gives these messages the right exposure to reduce the risk of harm.

“In one instance, the responsible gambling message was barely audible – while the rest of the ad could be heard loud and clear,” she said. “Another operator drastically changed the tone of the voice-over when the message was spoken, going from strong and confident to soft and passive.”

The requirement to include standardised responsible gambling messages in advertising is part of the National Consumer Protection Framework (NCPF) for Online Wagering in Australia.

The Framework is designed to provide ‘strong, nationally consistent minimum protections’ for consumers of interactive wagering services licensed in Australia.

“We urge gambling operators and their creative agencies to advertise responsibly and make sure content is in the spirit of providing a clear harm reduction message to consumers and the broader community.”

“Betting operators have a vital role to play in reducing risk of gambling harm, and it starts with how they advertise.”