Online gambling is highly competitive in Australia, so operators are increasing their marketing budgets to the dismay of fans. A recent survey found that AFL viewers are becoming increasingly frustrated with the increasing number of advertisements, with the majority calling for a total ban on advertising. Politicians were furious at the League’s refusal of self-regulation, which likely signals the end to the status quo.
Fans have had enough
Since long, the AFL has been at odds with gambling operators. Sportsbet is the League’s official partner. However, they are now fiercely competing against other prominent operators such as Betr and Tabcorp. These companies are constantly vying for market share, which means they are spending more in marketing. The number of betting ads has reached an all-time high.
These developments have caused a lot of upset among fans. According to the annual AFL Fans Association survey , 47% of respondents believed that advertising was the most serious problem. Participants were concerned about the spread of problem gambling and the potential impact that non-stop advertising could have on children. Fans supported any form of restrictions to limit social and familial impacts.
The Government is Preparing for Invasion
The Guardian has discovered that the AFL is refusing to listen to the concerns of its fans and will continue to bombard the media with advertisements. The League attempted to defend its position by pointing out that its wagering partners included strong integrity measures and supported the game. Politicians have taken notice of the League’s inability to reduce the volume of advertisements and threatened to use legislative measures.
South Australia, New South Wales and Queensland governments, as well as Tasmania, have supported stricter regulations. This sentiment is echoed in the Parliament. Independent MP Andrew Wilkie said that public concern was at an all time high, and that the government would have to take steps. He is among many who support stricter restrictions and call for an absolute ban on advertising.
The AFL is totally and utterly out-of-step, and it’s past time they either get on board or get out.
Australia MP Andrew Wilkie
The Australian government has implemented updated taglines to help people gamble responsibly. These messages are more striking and contain clearer warning language. Public concern about this topic is still high. While a total ban on advertising is unlikely, it’s possible to put restrictions in place and update regulations.