The Australian Communications and Media Authority (ACMA) has found SBS breached gambling advertising rules after the broadcaster aired a Crown Casino advertisement during a live Tour de France broadcast in July 2025.
The ACMA’s investigation found SBS broadcast the Crown advertisement at a prohibited time, in contravention of its own Code of Practice, which requires compliance with the Commercial Television Industry Code of Practice.
Under those rules, gambling commercials during live sporting events broadcast between 8.30 pm and 5 am are only permitted before play, after play, and during scheduled or unscheduled breaks.
The tagline that tipped it
The breach centred on a single Crown advertisement that featured dining, food preparation, entertainment, and accommodation – content that would ordinarily qualify for the code’s “dining or entertainment” exception.
That exception permits advertisements relating to entertainment or dining facilities at venues where gambling also takes place.
However, the ACMA found the advertisement fell outside the exception because it included the tagline “premier casino resort,” which drew attention to gambling activities available at the venue – not just its dining and entertainment offerings.
Two other Crown advertisements broadcast during the same Tour de France coverage were found not to have breached the code. Those advertisements also focused on dining, food preparation, and entertainment at Crown establishments, but did not carry the “premier casino resort” tagline.
Regulators put broadcasters on notice
ACMA Authority Member Carolyn Lidgerwood said the determination was clear-cut.
“The ‘dining or entertainment exception’ under the code does not apply if any part of the advertisement draws attention to gambling in a manner calculated to directly promote such gambling activities. Such advertisements will be subject to the rules around gambling ads shown during live sport,” Lidgerwood said.
The investigation marked the first time the ACMA had considered the “dining or entertainment” exception in a formal investigation. The authority said broadcasters are now on notice to exercise caution when using any language in advertisements that may draw attention to gambling.
SBS disputed the finding but acknowledged its obligations.
The broadcaster said it takes such matters seriously and has consistently demonstrated a commitment to regulatory compliance.