TV networks have moved to protect the big bucks of sports betting advertising revenues. They have drawn up rules to better define the grey areas that have brought them under fire and lead to industry infighting and accusations of greed.
If accepted, the proposals tabled would put arrangements in the vein of Nine's with Tom Waterhouse in the clear.
Lobby group Free TV Australia's proposals would cover sports outside horse and dog racing. It seeks to ban the promotion of live odds during play and by commentators and define what is acceptable, and what is not.
If the proposals are accepted by ACMA, it would give the green light to in-show roles for betting firm representatives, such as that played by Tom Waterhouse, provided they are clearly identified.
Nine has already moved to show more clearly that Waterhouse was a betting firm representative and not a commentator after the gambling reform committee took particular issue with its approach to advertiser integration.
Nine will use a graphic to state Waterhouse's role as a sports betting sponsor, not a commentator and his microphone will not bear the TV network's logo. The proposed amendment would allow that approach.
The industry is acutely aware that ad revenues could suffer if it does not self-regulate. Betting in sports has injected over $100m into the advertising industry over the last two years. Sponsorship is lucrative.
The networks need the big money to fund the increasing cost of distribution rights for sporting codes. The industry must therefore take action before having regulation forced upon it, as has happened with cigarette and alcohol advertising.
Free TV Australia's proposals, which are open for public consultation until 20 May, will ban the promotion of live odds during play.
Once industry has completed its public consultation, the proposals will be submitted to ACMA for scrutiny.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at brendancoyne@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.