Gambling advertising and age restrictions
Introduction
In Australia, gambling (gambling) is legal for people who have reached the age of 18. The law strictly regulates not only the very fact of providing online gambling services, but also the methods and time of their advertising. This article examines in detail the main legislative acts and the rule for restricting advertising materials, taking into account the age groups of the population.
1. Legislative framework
1. Interactive Gambling Act 2001 (IGA)
The main federal law regulating online gambling and advertising activities of operators.
Prohibits a range of online services, as well as defines the requirements for advertising messages aimed at an Australian audience.
2. Broadcasting Services Act 1992 (BSA)
Establishes rules for broadcasting television and radio commercials, including broadcasting time and content.
3. Australian Communications and Media Authority (ACMA)
Federal regulator, oversees compliance with IGA and BSA.
It has the authority to impose fines and seize inappropriate content.
4. Australian Association of National Advertisers (AANA) Code of Ethics
An industry code of practice governing ethics in advertising, including gambling advertising.
A voluntary but highly valued standard of advertising practice.
2. Age restrictions
The minimum age for online gambling is 18 years.
Operators are required to reliably verify the age of customers during registration:
Liability for unfair verification:
3. Ad Content Restrictions
1. Ban on targeted advertising to minors
Targeted mailing and targeting by age group under 18 is prohibited.
On social media and digital platforms, advertisers are required to exclude audiences under 18.
2. Time Constraints (BSA)
TV and radio ads can only be broadcast between 8.30pm and 05am local time to minimise underage contact with gambling ads.
Exception: informational stories and news programs, where advertising should not be of an incentive nature.
3. Substantive requirements
Mandatory inclusion of responsible participation warning and age information ("Over 18s only").
Prohibition on patterns of winnings ("Guaranteed winnings"), demonstration of minors, idealization of quick enrichment.
Information on support for problem gambling (Gambling Help Line, NP).
4. Online advertising and sponsorship
Sponsorship contracts for sporting events and teams are allowed, but promotional inserts during matches are limited to the same time zone and meaningful norms.
Banners and teasers on sites with uncertain age access should contain mechanisms for self-verification by date of birth.
4. Monitoring and compliance mechanisms
ACMA monitoring:
Sanctions for violation:
Self-regulatory organizations (SROs):
5. Practical recommendations for operators
1. Net Audience Segmentation:
2. Thorough verification of partners:
3. Regular content audit:
4. Personnel training:
Conclusion
Gambling advertising in Australia is strictly federally controlled. The main goal is to prevent the involvement of persons under the age of 18 in gambling, and to minimize the risks of the formation of vulnerable groups. Operators are required to comply with age and time limits, correctly inform about risks and provide support to persons with problematic behavior. Compliance with legal and ethical standards reduces legal and reputational risks, strengthens audience confidence and contributes to the sustainable development of the industry.
In Australia, gambling (gambling) is legal for people who have reached the age of 18. The law strictly regulates not only the very fact of providing online gambling services, but also the methods and time of their advertising. This article examines in detail the main legislative acts and the rule for restricting advertising materials, taking into account the age groups of the population.
1. Legislative framework
1. Interactive Gambling Act 2001 (IGA)
The main federal law regulating online gambling and advertising activities of operators.
Prohibits a range of online services, as well as defines the requirements for advertising messages aimed at an Australian audience.
2. Broadcasting Services Act 1992 (BSA)
Establishes rules for broadcasting television and radio commercials, including broadcasting time and content.
3. Australian Communications and Media Authority (ACMA)
Federal regulator, oversees compliance with IGA and BSA.
It has the authority to impose fines and seize inappropriate content.
4. Australian Association of National Advertisers (AANA) Code of Ethics
An industry code of practice governing ethics in advertising, including gambling advertising.
A voluntary but highly valued standard of advertising practice.
2. Age restrictions
The minimum age for online gambling is 18 years.
Operators are required to reliably verify the age of customers during registration:
- Use of documents (driver's license, passport).
- Electronic Identity Verification (eID) services.
Liability for unfair verification:
- Fines up to AUD 100,000 and suspension of license under IGA.
- Reputational costs, including license revocation by government agencies.
3. Ad Content Restrictions
1. Ban on targeted advertising to minors
Targeted mailing and targeting by age group under 18 is prohibited.
On social media and digital platforms, advertisers are required to exclude audiences under 18.
2. Time Constraints (BSA)
TV and radio ads can only be broadcast between 8.30pm and 05am local time to minimise underage contact with gambling ads.
Exception: informational stories and news programs, where advertising should not be of an incentive nature.
3. Substantive requirements
Mandatory inclusion of responsible participation warning and age information ("Over 18s only").
Prohibition on patterns of winnings ("Guaranteed winnings"), demonstration of minors, idealization of quick enrichment.
Information on support for problem gambling (Gambling Help Line, NP
4. Online advertising and sponsorship
Sponsorship contracts for sporting events and teams are allowed, but promotional inserts during matches are limited to the same time zone and meaningful norms.
Banners and teasers on sites with uncertain age access should contain mechanisms for self-verification by date of birth.
4. Monitoring and compliance mechanisms
ACMA monitoring:
- Quarterly checks of operator sites.
- Realtime tracking of advertising campaigns in the media space.
Sanctions for violation:
- Fines up to AUD 220 000 000 for repeated and gross violations (IGA).
- Blocking content through ISPs at the request of ACMA.
- Possibility of civil claims from affected users (including minors).
Self-regulatory organizations (SROs):
- Advertising Standards Board reviews advertising complaints.
- Board solutions are mandatory for AANA members; in case of non-compliance - public censure and withdrawal from the SRO.
5. Practical recommendations for operators
1. Net Audience Segmentation:
- Use age checkpoints at all levels of the user path.
2. Thorough verification of partners:
- When choosing advertising platforms and bloggers, check their age targeting policy.
3. Regular content audit:
- Monthly audits of advertising materials for compliance with IGA, BSA and AANA ethical standards.
4. Personnel training:
- Internal trainings on responsible advertising and protection of minors.
Conclusion
Gambling advertising in Australia is strictly federally controlled. The main goal is to prevent the involvement of persons under the age of 18 in gambling, and to minimize the risks of the formation of vulnerable groups. Operators are required to comply with age and time limits, correctly inform about risks and provide support to persons with problematic behavior. Compliance with legal and ethical standards reduces legal and reputational risks, strengthens audience confidence and contributes to the sustainable development of the industry.
