Most Australians, in particular, are concerned about the number of advertisements they see and how invasive the ads are getting.
According to Todd Sampson of ABC’s Gruen, “It is not uncommon to see two gambling commercials in a single break. “Advertising has become more insidious, personalized and targeted to individual users through text messages and emails.”
Addicts and young people are the most vulnerable group in the gambling industry. Statistics show that the majority of gambling addicts come from low-income families. They spend almost all of their earnings in the hope of winning. Overexposure to gambling advertisements is causing a negative trend in the nation that must be addressed immediately.
Australian parliamentary committee Inquiry
The Australian parliamentary committee launched an inquiry into the societal gambling impact in response to repeated complaints from Australians. The emphasis was on consumer protection issues, such as the effectiveness of existing online problems. The inquiry also addressed the accessibility of online gambling education programs.
The inquiry prompted discussions in parliament, and MPs even promised the nation that they would look into the matter.
Peta Murphy, Chair of the Parliamentary Committee, stated that they would re-examine online gambling and whether current laws, regulations, consumer protection, and education support programs are being applied in gambling.
The MP also stated that the committee would look into the suitability of current gambling regulations in light of emerging technologies. The Committee’s area of focus was also on the effectiveness of counseling and support services for a gambling problem.
The Committee’s gambling investigation also coincided with a greater emphasis in the country on confronting and minimizing gambling-related harm. There was talk of launching a national self-exclusion program. The move was made to improve online consumer protection.
According to the Australian government, the country has the highest gambling losses in the world. The problem of gambling rates is doubling from 0.6 percent of the adult population to $1 276 per person per year.
According to a Central Queensland University report, the rate of problems among online users is even higher, accounting for 3.9% of all online gamblers. The figure compares to 1.4% of gamblers who use poker machines.
Regulating Gambling Ads
The Australian government is beginning to address the issue of how many gambling advertisements are available in the country. To avoid becoming a nuisance, the government has begun to investigate ways to limit the amount of time people spend watching these advertisements.
The social services minister is expected to announce changes to the new gambling regulations and rules. The federal government has reviewed the parliamentary inquiry, and the new laws that will be drafted will apply to gambling sites.
The gambling sites changed due to the parliament inquiry, as they added new features. In their advertisements, online gambling companies now advise users to gamble responsibly.
Online gambling sites must also update their social media advertisements with new messages. Among the messages are the following:
- Think. Is this a bet you want to place?
- Chances are you are about to lose.
- What’s gambling costing you?
- What are you prepared to lose today? Set a deposit limit.
- You win some. You lose some.
- What are you gambling with?
These ad messages are designed to protect consumers. It ensures that the consumer is aware of the potential risks. The Ads will also ensure that addicts are brought to their senses and control their addiction by setting a deposit limit.
An updated version of the consumer protection framework also requires gambling companies to ensure that the taglines are rotated throughout the 12-month fatigue period. The taglines are intended to reduce the losses that people suffer while gambling.
Various countries have taken notice of the frequent complaints about gambling. New gaming regulations are being implemented in countries such as Japan and Belgium. Video game companies must now include age restrictions in their services. Spain and the United Kingdom are following suit, ensuring that online consumers are protected at all costs.
New Zealand Prime Minister Jacinda Ardern recently stated that she wants to outlaw all online gambling advertisements because she is concerned about addiction and the harm caused by excessive gambling advertising.
Conclusion
Gambling advertising is an essential component of the casino industry and an important part of any marketing plan. The issue is not so much whether the commercials are allowed but that they are excessive. To the average Australian it seems that gambling is being forced into their daily lives and is so prevalent that it is simply impossible to ignore it.
