Online gaming operators across Australia will soon have to update their marketing materials with new taglines that highlight the dangers of problem gambling, as part of a new set of rules in the country’s National Consumer Protection Framework.
Currently, all gambling companies run some form of the phrase “gamble responsibly” in their ads, but beginning next year, companies will need to include new messages—here are some examples:
- “What’s gambling really costing you?”
- “Imagine what you could be buying instead”
- “Chances are you’re about to lose”
- “You win some, you lose more”
- “What are you really gambling with?”
- “Think. Is this a bet you really want to place?”
- “What are you prepared to lose today? Set a deposit limit”
These messages must be included in all ads, regardless of the platform, although there are some guidelines as to which taglines can be used for specific media. When aired, the text must occupy the majority of the screen, and companies must also include a reference to gambling support services.
To keep things fresh, operators must also cycle through the phrases on a regular basis to avoid stagnation, or as the government put it, “message fatigue.”
Amanda Rishworth, Australia’s social services minister, told the Guardian that online gaming has become “an increasing source of gambling and an increasing source of loss for people,” which is why it was important to update national advertising policy.
The recent changes come after the government recently launched an in-depth inquiry into the country’s iGaming industry and the potential harm it may be causing. The extent and effectiveness of existing harm minimization protections, support services and regulatory processes are to be included in the investigation.
All of the country’s states and territories have agreed to the advertising updates, and although they will not be mandated until March 30 of next year, many expect the changes to come into effect by the end of 2022.
