The chances of the federal government’s intentions around gambling advertising reform being known before the federal election are looking increasingly slim, as the complex issue slips down the list of the Albanese government’s priorities.
While the wagering, broadcast and sports and racing industries await the formal release of a new policy on gambling advertising which could have significant revenue implications, Prime Minister Anthony Albanese has confirmed the issue remains under consideration.
Asked about the likelihood of progress on the reform, which was foreshadowed by the release of the ‘You Win Some, You Lose More’ bipartisan report in June 2023, the Prime Minister defended the delay.
“It means that my government has a big agenda, and we roll out our agenda as it's finalised after proper consultation,” he told reporters.
“We've already done more to deal with problem gambling than any government in Australia's history since Federation.”
With the federal election due to be held by May at the latest, and all parties seemingly already in campaign mode despite a date not being set, the possibility of Communications Minister Michelle Rowland introducing new legislation to this parliament is looking increasingly remote.
There was a flurry of activity around the advertising reform measures in August and September last year with the Australian Financial Review revealing this week that the Prime Minister took a string of calls and meetings on the issue on August 30.
That included a 20-minute in person meeting with Racing NSW chief executive and Australian Rugby League Commission chairman Peter V’landys.
V’landys had just returned from the Asian Racing Conference in Japan when called to meet with the Prime Minister.
Earlier that month, Rowland had presented a suite of proposed wagering reforms to the Labor party room, having earlier met with major stakeholders, including wagering companies, to discuss the proposal.
The plan to get those consulted to sign confidentiality agreements backfired after the consultations were leaked, which politically embarrassed the government and drew criticism from crossbenchers and anti-gambling campaigners.
Bren O’Brien
The initial proposal was for only two betting ads per hour on television between 6am and 10pm, no betting ads for an hour around live sport on television and a complete ban on ads on social media and digital platforms. It is believed racing and print media will receive a carve-out.
Those in the wagering industry believe a total ban on digital and social media would significantly inhibit their ability to market, with suggestions it could represent a $1 billion hit to their bottom line.
Any hit to betting companies would also have an impact on the racing industry, which, in a worst-case scenario, could be as much as $300 million a year worse off, according to wagering insiders.
With political scrutiny on the government, it opted not to deal with the issue during the final sitting weeks of parliament, instead pushing any reform into an election year.
Other key aspects of the ‘You Win Some, You Lose More’ report, including in-ground advertising, team jersey sponsorship and inducements, are also on hold, with that policy to be determined by Social Services Minister Amanda Rishworth, who has just taken another portfolio, NDIS, in the lead-up to the election.
Bren O’Brien
Now it appears the reform agenda will not get an airing in parliament before Albanese calls an election, further prolonging the uncertainty. This possibility was first raised on The Straight in May last year.
Bookmakers have the odds of a change of government at $1.72.
Albanese has previously said the reforms around banning credit card betting and other consumer protection measures were already major steps since his government came to power in May 2022.
“It's not a matter of doing something in order to satisfy a perception of boldness. It's a matter of getting policy right,” he told ABC Radio National in September.
