It was earmarked as the first major briefing from the federal government surrounding Australia’s new gambling advertising reforms.
But for those who attended, many of their questions remain unanswered.
A briefing from the federal government to the racing industry and major bookmakers took place on Thursday online.
Nearly every major bookie – with the exception of Sportsbet – attended a call plus representatives from the racing states, including Racing Australia, as well as Responsible Wagering Australia. The call was hosted by three members of the communications department, tasked with implementing the new reforms.
The Prime Minister Anthony Albanese announced in March that the reforms would be introduced.
They include banning gambling ads on radio during school drop-off and pick-up times, limiting online gambling ads to adults with logged-in accounts, prohibiting celebrities and athletes from appearing in ads, and removing in-stadium advertising.
But those who attend the call told Betsy that key questions remain how punters, racing and the bookmakers will be impacted by the changes, with a January 1 start date pencilled in.
Once a welcome to country was conducted on the call, the vast majority of questions from participants were taken on notice – in other words, those in the department did not know or where not in a position to answer and would provide details in the future.
Those who Betsy spoke to weren’t critical of that approach, however, given some of the complexities the government faces in drafting the new legislation. There seemed a willingness to seek answers and clarification regarding nuanced examples where restrictions may not be practical or prove detrimental.
A one pager regarding the reforms from the department was provided, but did not provide any detail that was not communicated when the initial announcement was made.
The main takeaway, however, is that racing will receive a crucial exemption from the advertising bans. Essentially, the government is of the view that if a customer visits or watches a racing media outlet, they expect to see content regarding gambling.
But for those who periodically publish or show racing in mainstream outlets, key questions remain.
The government doesn’t want inadvertent consumption of wagering advertising online unless viewers are comfortable with it. In short, consumers could face a triple log-in scenario where they will need need to opt-in to be able to watch content either with gambling odds or products, plus advertising.
After logging-in, audiences will need to age verify and then opt-in for advertising or similar gambling content. It looms as a significant sticking point for the media and bookies.
This could have serious impacts on general sport products – such as podcasts and streaming shows – that typically rely on partnerships with bookies, even casually, to make money.
Under the chances, could an online sports show discussing the odds of an NRL Grand Final or Super Bowl talk about the odds of one team winning? Those on the call are unsure.
How would a publisher like Spotify, for instance, age verify its listeners? How do international podcasts or products produced with international bookies as partners then become available in Australia?
The same rules will apply to social media, where age verification already exists.
It is likely publishers and the likes of Spotify wouldn’t bother and just not make similar products available.
Importantly for racing, it was essentially implied that it will be business as usual.
Those on the call sort assurances that their branding deals with international sporting teams would be sweet to continue [they would be, even if the logos are seen on screen] despite similar deals in Australia now likely to be banned.
Other questions included how bookies could produce and distribute their own content plus whether reading out the odds as part of a discussion of an event constitutes gambling advertising [another one taken on notice].
There was one racing representative on the call, Betsy is told, who bemoaned how these changes could ‘kill the racing industry’. Such a mantra is a view not shared by the vast majority on [and off] the briefing.
No date on a next meeting has been set as the consultation period plays out with a general belief the government will release its draft legislation for further consultation before the Spring Carnival.
