Can Banning Gambling Ads Curb Australia’s Betting Culture?

In Australia, gambling is deeply intertwined with sports culture, a reality vividly illustrated by Sam’s story. Growing up, Sam and his family, like many Australians, were immersed in a betting culture where discussing wagers was a routine part of conversations. Amy, his sister (not her real name), reflects on how this normalization of gambling contributed to her brother’s addiction and eventual tragic death. “It destroyed him physically and emotionally,” she says, noting their family’s efforts to help, which were ultimately insufficient.

Amy’s testimony is part of a broader bipartisan parliamentary inquiry into Australia’s gambling issues. Australia, with the highest per capita gambling expenditure in the world, has been scrutinized for its lack of safeguards against gambling addiction. The inquiry proposed 31 reforms, including a three-year phased ban on gambling advertisements to prevent the grooming of young people into betting.

Prime Minister Anthony Albanese faces increasing pressure to address the issue, with polls showing strong public support for a ban. However, the government is considering a cap on advertising rather than an outright ban. They argue that gambling ad revenue supports struggling free-to-air broadcasters and that a complete ban might push bettors to international platforms, leading to significant tax losses.

The debate underscores the entrenched relationship between gambling, sports, and entertainment in Australia. Since the 1980s, when Australia first deregulated its gambling industry, the country has become a major hub for slot machines, with one-fifth of the world’s “pokies” found here. Online betting, especially on sports, has surged, with Australians wagering around A$25 billion annually and 38% of the population gambling weekly.

This boom is partly attributed to sophisticated marketing and sponsorships that have normalized gambling. Sean, a gambler for over 18 years, describes how his betting habit escalated from casual to obsessive. “Some days I couldn’t sleep unless I had a bet placed,” he says. At 36, he estimates his losses at around A$2 million and reflects on how gambling has led to personal isolation and ruined relationships. “If I never gambled, I would be married with kids by now,” he laments.

Research shows that 90% of Australian adults and about 75% of children aged 8 to 16 view betting as a normal part of sports. Advocates argue that this normalization contributes to widespread gambling issues and shifts blame onto individuals rather than the systemic influences. “Our kids know as much about betting odds as they do about their favorite players,” says Martin Thomas, highlighting the deep integration of gambling into everyday life.

Amy believes that viewing gambling as a major public health issue rather than a mere recreational activity is crucial. Surveys reveal that nearly half of those who gamble face serious problems, including financial difficulties, family violence, and mental health issues. A ban on gambling ads could be a significant step towards addressing these harms, similar to the impact of Australia’s 1992 tobacco advertising ban, which significantly reduced smoking rates.

While Prime Minister Albanese acknowledges the problem of gambling ad saturation, he has not yet committed to a full ban. Instead, he points to other measures like banning credit card use for online betting and establishing a self-exclusion register. However, critics argue that these measures are insufficient.

The gambling industry, represented by organizations like Responsible Wagering Australia, opposes a complete advertising ban, advocating instead for a cap to balance community expectations with financial support for broadcasters. Some argue that the financial support from betting ads is less critical than claimed, as data shows a significant portion of ad revenue comes from other sectors.

Independent senators like David Pocock have challenged the idea of relying on gambling revenue to support media, suggesting alternative funding solutions. Pocock and others have called for a complete advertising ban and a free vote on the issue to allow MPs more freedom to support the ban without party repercussions.

Medical bodies and expert panels focused on domestic violence also support a ban, adding to the growing pressure on the government. Despite warnings on gambling ads about potential risks, individuals like Sean find them ineffective against the lure of addiction. “I know the house always wins, but every time I’m ready to bet, that knowledge fades,” he admits.

For Amy, the ongoing debate feels painfully insensitive. She struggles to understand why a comprehensive advertising ban hasn’t been implemented and believes that lobbyists may be influencing government decisions. “We’re normalizing this dangerous product and the worst-case scenarios, like what happened to my brother, are too real,” she concludes.