Corporate bookmakers and alcoholic drinks manufacturers will still be permitted to advertise during sports broadcasts in Australia, despite new restrictions being placed on free-to-air broadcasters in the country.
The Australian Communications and Media Authority today (Tuesday) agreed to register a new Commercial Television Industry Code of Practice, submitted by Free TV, the industry group representing commercial free-to-air broadcasters.
The new code of practice will take effect from December 1 and includes substantial restrictions on alcohol and gambling-related advertising on FTA television in Australia. Such advertising will be banned before 8.30pm, however sports broadcasts on Friday nights, weekends and public holidays have been granted an exemption in a loosening of this stipulation.
“As is the case under the old code, the general gambling restriction is not relevant to sport,” ACMA chairman Chris Chapman said, according to the official website of the Australian Football League Aussie rules competition.
“The key change in respect of alcohol advertising and sport is that alcohol ads are permitted in ‘sports programs’ on weekends and public holidays, rather than just ‘live’ sporting events (at those times). This means replays of events and sports news/analysis programs on weekends will be permitted to have alcohol advertising.”
Gambling and alcohol companies provide millions of dollars in advertising and sponsorship revenue to the AFL and other Australian sports organisations, along with clubs and broadcast partners.
The AFL in August awarded its next cycle of domestic rights to commercial broadcaster Seven, pay-television operator Foxtel and telco Telstra. The rights will cover six years, from 2017 to 2022, and will be worth a total of A$2.508bn (€1.66bn/$1.84bn), or A$418m per year. This is a 67-per-cent increase on the current five-year cycle, from 2012 to 2016, worth A$250m per year.