Australia’s media regulator has found that SBS breached gambling advertising rules after broadcasting a Crown advertisement during its live coverage of the Tour de France in July 2025.
The Australian Communications and Media Authority (ACMA) concluded that the advertisement promoted gambling activities during a period when such advertising is prohibited under broadcasting rules governing live sporting events.
The investigation centred on a Crown advertisement that aired during SBS’s coverage of the cycling event. Under the Commercial Television Industry Code of Practice, gambling advertisements can only be shown before play, after play, or during scheduled and unscheduled breaks in live sports broadcasts between 8.30 pm and 5 am. SBS is required to follow equivalent requirements under its own Code of Practice.
Tagline led to breach finding
ACMA found that the advertisement, while largely focused on Crown’s dining, accommodation and entertainment offerings, included the tagline “premier casino resort”, which brought the venue’s gambling activities into focus.
The broadcasting code contains a ‘dining or entertainment’ exception that allows advertisements promoting non-gambling facilities at venues where gambling takes place. However, the exception does not apply if an advertisement also promotes gambling activities.
According to ACMA, the use of the phrase “premier casino resort” meant the advertisement went beyond promoting hospitality and entertainment services, making it subject to restrictions on gambling advertising during live sport.
Authority Member Carolyn Lidgerwood said the advertisement’s wording was a key factor in the regulator’s decision.
While the commercial broadly highlighted dining, entertainment and accommodation options, she said the tagline directly promoted gambling activities available at Crown venues.
“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,” Lidgerwood said.
Two other advertisements cleared
The regulator also reviewed two additional Crown advertisements that aired during the Tour de France broadcast.
ACMA found that neither advertisement breached the Code. Both commercials focused on dining experiences, food preparation and entertainment offerings at Crown properties and did not include references that promoted gambling activities.
As a result, the regulator determined that those advertisements qualified for the dining or entertainment exception.
First test of the exception
The case marks the first time ACMA has examined the application of the dining or entertainment exception as part of a formal investigation.
The regulator said the ruling provides important guidance for broadcasters and advertisers when assessing whether an advertisement may fall within the exception.
Following the finding, ACMA warned broadcasters to carefully consider any wording used in advertisements that could draw attention to gambling services, even where the primary focus of the commercial is hospitality or entertainment.
SBS disagreed with the regulator’s conclusion but said it takes compliance obligations seriously and remains committed to meeting regulatory requirements.
The decision is expected to serve as a reference point for future assessments of gambling-related advertising during live sporting broadcasts in Australia.
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