Government Warns Industry About Going Quiet on Gambling Harm Messaging in TV Ads

June 6, 2023 | Government

SYDNEY, Australia (June 6, 2023) — The NSW Government is calling on wagering operators to ensure responsible gambling messages are communicated effectively in advertising.

The announcement comes as Liquor & Gaming NSW has issued show cause notices to two betting operators due to irregularities in their TV ads that undermined agreed responsible gambling messages.

Liquor & Gaming NSW Executive Director of Regulatory Operations & Enforcement, Jane Lin, said wagering operators in NSW should ensure their advertising gives these messages the right exposure to reduce the risk of harm.

“In one instance, the responsible gambling message was barely audible – while the rest of the ad could be heard loud and clear,” Ms Lin said.

“Another operator drastically changed the tone of the voice-over when the message was spoken, going from strong and confident to soft and passive.

“We urge gambling operators and their creative agencies to advertise responsibly and make sure content is in the spirit of providing a clear harm reduction message to consumers and the broader community.”

“Betting operators have a vital role to play in reducing risk of gambling harm, and it starts with how they advertise.”
The requirement to include standardised responsible gambling messages in advertising is part of the National Consumer Protection Framework (NCPF) for Online Wagering in Australia.

The Framework is designed to provide strong, nationally consistent minimum protections for consumers of interactive wagering services licensed in Australia, in line with international best-practice.

Liquor & Gaming NSW is responsible for ensuring operators in NSW comply with various measures in the Framework, including responsible gambling messaging.

The wagering operators are engaging with Liquor & Gaming NSW on this matter.

Liquor & Gaming NSW can take a range of disciplinary actions, such as prosecution, if there is evidence operators have failed in their responsibility to provide clear harm reduction messaging under the NCPF. Wagering operators found guilty face penalties of up to $110,000.

For more information on the Framework visit Gambling Reforms | Department of Social Services, Australian Government (

CONTACT: E:,  T: 0438 207 294.

SOURCE: Department of Enterprise Investment and Trade.

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