The loophole allowing gambling, alcohol and fast food brands to advertise during live sporting events could be closed, if an amendment to current law orchestrated by the Greens is successful.
Greens Senator Dr Richard Di Natale is calling for a complete ban on “vice industry” advertisers exploiting the current situation allowing them to effectively market to families watching sports events taking place pre and post-watershed.
“At the moment, when I sit down with my kids to watch the cricket or the footy, it seems like every second ad is for beer, gambling or junk food. Like most parents, I don’t want a healthy pursuit like sport being used as a vehicle to sell my kids unhealthy or addictive products,” the senator told AdNews.
Senator Di Natale, who was elected to the Federal Parliament in 2010 and is the Greens' first Victorian senator, will present the amendment, which would mean overhauling the Broadcast Services Act, in Parliament's first sitting in May. It will have to pass both houses of the Federal Parliament to be enacted.
Peak body the Brewers Association, which represents the interests of CUB, Lion and Coopers, says that this is a perennial issue flagged up by the Greens and would do very little to change behaviours of those who consume alcohol and their families.
It draws attention to the fact that alcohol brands are already self-regulated and the content of advertisements aired during sporting events is subject to content conditions drawn up by an independent body. This has been the case since the establishment of the Responsible Alcohol Marketing Code in the mid-90s.
Chief Executive Officer Denita Wawn explains: “Alcohol marketing is highly restricted in Australia, both the content of marketing and where (ads) are placed. There is no need for further restrictions, as the current system works well and is highly regarded.
“Bans are not effective as they do not address the underlying issues. Effective education is proven and is making a tangible difference in Australia,” she added.
“The Greens’ consistent approach would put an end to the bizarre loopholes,” Di Natale added . “This isn’t about trying to stop people from having a drink or a punt if they choose to do so but there’s no reason why we need to let our kids be bombarded by those kinds of ads.”
The move follows an updated draft code of practice drawn up by peak body for the free-to-air TV channel, Free TV Australia, earlier last month calling for the switching of the M watershed hour to 7.30pm instead of 8.30pm, as it currently stands.
This would also allow alcohol brands to advertise at 7.30pm, bringing family-friendly formats such as reality TV and light entertainment into play for alcohol advertisers.
“What we've seen is that this is a reform Government that is keen to move towards deregulation,” Free TV Australia CEO Julie Flynn told AdNews at the time.
Email Nicola at nicolariches@yaffa.com.au.