The Australian watchdog, ACMA (Australian Communications and Media Authority), has declined to change its 2015 guidance based on Free TV’s proposed alterations. In a press release, ACMA claimed that it wouldn’t provide “appropriate community safeguards”, as mature-rated content such as gambling, could begin to be advertised to children.
ACMA, much like watchdogs across the world, has a “watershed”, or cut-off limit of when adult-centric content can be broadcast. For instance, in the UK, after 8 pm, it’s pretty much fair game as to what can be shown during advertising.
Speaking in the press release, ACMA said:
“Of particular concern to the ACMA was the proposal to extend the times when M rated content would be permitted, allowing more M content, including advertising for products such as alcohol, to be shown on commercial TV at times when children are more likely to be watching.
“This decision means that the current code will remain in force.”
ACMA rejects Free TV’s proposal
A major concern for the ACMA is the potential for gambling advertising to be beamed to children if limits were adjusted. Australia is currently experiencing a major uptick in gambling addiction, with a previous report claiming it was a “blackhole“.
We have some fantastic news for your Friday.A proposal that would have opened up an additional 800 hours every year for commercial TV networks to run alcohol ads will not go ahead!#auspol #publichealth
— Foundation for Alcohol Research and Education (FARE) (@fareaustralia.bsky.social) 2025-06-27T04:03:11.524Z
Similarly, the Foundation for Alcohol Research & Education (FARE) has commented on the matter. While from a different view on the effects gambling can have, FARE’s view is that the restrictions on advertisements could save people’s lives in the long run:
“The community sent a strong message to Free TV Australia and ACMA that the last thing we need is more alcohol ads on TV, because of the increased risk of harm to women, children, and our community.
“Community members have long called for the sports loophole to be closed because of the harm it causes to our community, especially to children, and we look forward to working alongside ACMA to close this harmful loophole.”
Ongoing issues over Free TV gambling ads
Gambling advertisement has become a contentious issue in Australia, and has been for some time. In 2023, Free TV claimed that the effects of gambling advertisements were overblown, with its chief executive, Bridget Fair, telling a parliamentary inquiry that children “might see two or three ads a day.”
However, this was called “nonsense” by Charles Livingstone, an associate professor of public health at Monash University.
As Free TV broadcasts a lot of sports for free, it and those it represents rely on the advertisements to help fund acquiring rights. It claimed during the 2023 spat that if gambling advertising wasn’t reformed in their favor or left alone, it could see sports coverage cut through its services.
ReadWrite has reached out to Free TV for comment.
Featured image: Free TV
