Foxtel’s AFL broadcast falls short on responsible gambling messaging

Foxtel has been found to have breached gambling advertising rules during its live AFL match between Port Adelaide and Essendon in April 2024.

Nearly 12 months after the incident, ACMA’s investigation uncovered that a virtual banner promoting a gambling operator was aired without an adequate responsible gambling message—an omission that violates the subscription television code of practice.

The findings which were released today adds to recent similar findings against Network 10 and 10 Play, which breached gambling ad rules during the Australian Formula 1 Grand Prix in 2024.

From ACMA:

Foxtel Cable Television Pty Limited has breached gambling advertising rules during the broadcast of an AFL match between Port Adelaide and Essendon in April 2024.

An Australian Communications and Media Authority (ACMA) investigation found a virtual banner promoting a gambling operator that appeared during Foxtel’s coverage of the match failed to include an adequate responsible gambling message.

Under the subscription television code of practice, gambling advertisements, including banner ads, shown during broadcasts of live sport must be accompanied by a responsible gambling message.

Authority member Carolyn Lidgerwood said if broadcasters are airing gambling advertisements during live sporting events, the responsible gambling message must be aired too.

“These messages must emphasise the potential harms and risks of gambling if it is not undertaken responsibly,” Ms Lidgerwood said.

“An ‘18+’ logo on its own is not an adequate responsible gambling message.”

Once the ACMA raised its concerns with Foxtel, the broadcaster acted quickly to ensure a responsible gambling tagline was added to the advertisement.

As a result of the ACMA’s investigation Foxtel has agreed to further staff training on the regulatory requirements around gambling advertisements. Foxtel will also report back to the ACMA on all the steps it is taking to ensure the gambling ads it broadcasts have sufficient responsible gambling messages.