The?Australian Communications and Media Authority?(ACMA) recently sanctioned Network Ten’s streaming service,?10 Play, for non-compliance with gambling advertising regulations during two high-profile live sports events. These infractions were flagged during the live streams of the?A-League Women’s match?between Central Coast Mariners and Newcastle Jets, and a?friendly match?of the Socceroos against England on 14 October 2023.
Initial complaints and investigation trigger:
ACMA’s investigation into 10 Play was sparked by?viewer complaints?that highlighted the streaming of?gambling advertisements?outside the designated times on the said date. Regulations strictly?prohibit the display of gambling ads?during live sports events from 5 a.m. to 8:30 p.m., which includes a buffer period of five minutes before and after the event to ensure complete compliance.
The ACMA probe confirmed that the international soccer match featuring the Socceroos was broadcast early in the morning, and the Women’s A-League match took place that afternoon. Both time slots fell within the?restricted hours, thereby breaching the established advertising standards.
Carolyn Lidgerwood, an Authority Member, stressed the importance of adhering to these regulations, designed to mitigate potential harm from gambling ads.?“These rules are intended to minimize the potential harm caused by exposure to gambling advertisements, particularly during popular sports events that attract a wide audience, including younger viewers,” Ms. Lidgerwood explained in a press release. She further emphasized that “It is crucial for streaming services to implement robust systems that ensure advertisements are broadcast strictly within legal limits.”
Network Ten’s reaction and future precautions:
This incident marks the first occasion on which Network Ten has been found in violation of the gambling advertising regulations in the context of live sports. Despite this, the network has?cooperated fully?with the ACMA’s investigation. In response to this breach, Network Ten has acknowledged that the issue stemmed from a?mistake in their manual coding process. Subsequently, they have upgraded their advertising scheduling systems to incorporate more automated processes, enhancing the?precision?and?compliance?of their ad placements.
The ACMA has issued a?formal warning?to Network Ten and has made it clear that further breaches could lead to more severe enforcement actions, including?potential fines?or?stricter regulatory measures. This action underscores the ACMA’s commitment to enforcing compliance to protect consumers and maintain the integrity of advertising practices during sensitive broadcasting times.
The incident serves as a reminder of the?ongoing challenges?media companies face in aligning their operational practices with regulatory requirements, especially in the digital age where live streaming can blur traditional broadcasting boundaries. Network Ten’s swift action to rectify the faults in their system shows a proactive approach to compliance, although the effectiveness of these measures will be closely monitored by the ACMA to prevent future violations.