The FIFA World Cup is a global sporting juggernaut that offers immense marketing opportunities for its sponsors. It is also projected to become the biggest gambling event in history. Many Australian viewers are struggling to watch the tournament without encountering gambling advertisements and marketing content on television and social media. So how is this happening, and what can viewers do about it?
Marketing, Sponsorship, and the World Cup
Bet365 is a sponsor of SBS’s World Cup coverage, keeping its logo prominently displayed despite gambling advertising bans during live sport in Australia. This sponsorship strategy has long been used by unhealthy commodities to evade ad bans, similar to tobacco companies in Australia during the 1970s.
Gambling is driven by relentless promotion of wagering operators, including ads allowed before and after games on SBS, the Australian broadcaster. Recent criticism emerged when SBS aired gambling ads shortly before the Socceroos–Paraguay World Cup match, as children in schools across the country tuned in. An SBS spokesperson stated that the Bet365 ads complied with Australian laws and regulations.
SBS’s World Cup coverage adheres to existing restrictions: gambling ads cannot be shown from five minutes before a game starts until five minutes after it ends, during the period of 5am to 8:30pm. Outside those times, ads are not permitted during play but can be shown during breaks, and odds are not allowed during breaks in play. SBS On Demand users can opt out of gambling advertisements, but ads cannot be skipped during playback. Moreover, young people may still see gambling adverts because streaming services like SBS On Demand do not verify the age of the viewer when logged in, and most children know how to access streaming services.
Upcoming Regulations and Government Action
In Australia, both broadcast and social media will face stricter new gambling regulations from January 1, 2027. However, these upcoming rules will not help anyone during the current World Cup. According to a recent YouGov poll, 80% of Australians want a total ban on gambling ads. This aligns with the recommendation of the late MP Peta Murphy and her colleagues in mid-2023, who proposed a straightforward ban. The Murphy Committee’s recommendations were cross-party and unanimous, with politicians across the spectrum calling for proper action.
Partial restrictions can be circumvented by wagering companies. Failing to act on this pressing public health problem represents a systemic failure by successive governments. The harms of gambling are not trivial.
Practical Tips for Viewers
In the absence of effective systemic reform, what can viewers do about gambling ads? SBS allows viewers to opt out of gambling content on its streaming service. Some social media providers and other streaming services also allow users to block gambling ads, and certain apps can block such advertisements.
Many critics question whether it is fair to place the onus on viewers to opt out. For free-to-air media, options to restrict children’s exposure are limited. Viewers can listen to ABC coverage on the radio, which is ad-free, avoid watching pre-game coverage, turn off coverage at 8:30pm, or change channels during ad breaks. Some argue that gambling ads provide an opportunity to discuss gambling harms with children. Gambler’s Help offers tips for parents to reduce the likelihood of gambling harm.
If children have smartphones or tablets, parents should ensure that platforms used to watch sport have settings adjusted to block gambling advertising. Blocking gambling apps from being downloaded or websites accessed is also advisable. After January 1, 2027, the Australian Communications and Media Authority states that streaming services must abide by all rules that apply to free-to-air broadcasts, potentially allowing users to block gambling ads by choice.
Above all, contacting local federal politicians about concerns—via letter, phone call, or conversation—can make a difference.
Stronger Leadership Needed
Prime Minister Anthony Albanese has repeatedly argued that his government does not want to stop people from deciding to gamble. However, nothing recommended by the Murphy Committee, including the ads ban, would have had that effect. Instead, the current approach condemns another generation of young people to the ongoing, persistent normalisation of gambling. Ads and promotions are crucial to this process, which is why the industry fought to retain them. To protect children, removing ads from air and social media would be a major step forward.
