Australian television networks are resisting the proposed 2025 gambling ad limitations.

Australia enforces rigorous standards for gambling promotions. Recently, ACMA (Australian Communications and Media Authority) proposed tougher rules, which Free TV Australia—the paramount entity for free-to-air channels—firmly opposes.

According to Free TV Australia, stepping up restrictions could lead to fewer free sports broadcasts. They argue that the level of alarm around gambling ads spurred by anti-gambling campaigners is exaggerated, especially given public misconceptions about current regulations.

While defending their case to the parliamentary inquiry on gambling impacts, Free TV Australia protested that stricter rules would complicate 'free sports' coverage.

Bidding for sports rights and programming comes with high costs, Chief Executive Bridget Fair explained to the parliamentary committee. In such a competitive industry, offering complimentary sports content isn't easy.

Interestingly, the leading sports organization in Australia shared similar anxieties with the parliamentary committee. The thought of reduced gambling earnings could spell trouble for funding grassroots sports programs.

Recently, submissions to Parliament asserted that the current rules fail to shield children from gambling-related content. Right now, ads for sports betting are prohibited from 5 am to 8:30 pm, as well as during live matches.

Dr. Samantha Thomas voiced concerns to the inquiry, noting the ease with which kids in Australia recognize gambling ads and betting companies. She added, 'It’s critical to remember that these ads have not been around for long, yet they are still culturally pervasive among children.'

Dr. Thomas further highlighted that children can often name the celebrities they see endorsing these gambling companies. Her concern grows as children appear to grasp the betting mechanics.

ACMA urged the government to ponder children's exposure to betting content seriously, pointing to a near doubling of complaints over the past year. In their submission, they emphasized how the efficacy of current regulations might need reevaluation due to changing viewing habits.

Fair argues that statistics declared by the Victorian Responsible Gambling Foundation are overstated, pointing out discrepancies in ad numbers: the foundation claims 948 daily, while Fair says it's actually 195.

Many Australian Football League (AFL) clubs and players have openly criticized the prominence of gambling advertisements during sports events, worried about their influence on young viewers.