AGR calls for end to ‘shameful’ media reliance on gambling ads

Nine Entertainment, one of Australia’s largest media networks, is facing growing pressure from social and investor advocacy groups to end its reliance on gambling advertising.

The Alliance for Gambling Reform (AGR), an influential advocacy organisation led by Tim Costello, has called on Nine’s board to abandon what it describes as the company’s “addiction” to gambling promotions.

Costello, a leading voice against gambling advertising in Australia, has been particularly outspoken, equating the network’s approach to gambling ads with the once-prevalent advertising of tobacco products.

In the days leading up to Nine’s annual general meeting on 6 November, Costello criticised the network for actively lobbying Australia’s federal government to halt proposed gambling reforms. These reforms include recommendations from a parliamentary committee that advocates for a full ban on gambling ads.

In his call for Nine to end its reliance on gambling, Costello underscored the harmful impact of these advertisements, particularly on younger viewers, and called the network’s lobbying efforts “shameful.”

Alliance for Gambling Reform gets investors on side

The AGR has partnered with activist investment platform SIX, aiming to leverage shareholder influence to initiate change within Nine Entertainment and other Australian media companies that profit from gambling advertising.

Together, they seek to use investor power to advocate for an end to gambling ads from within, rather than lobbying solely from the outside.

Nine’s position on gambling advertising places it at a critical juncture. As a media company deeply entwined with gambling industry profits, the business has a considerable financial stake in maintaining the status quo.

Gambling ads under fire in Australia

The controversy surrounding gambling advertising in Australia is not new, but it has intensified in recent years as ads have become nearly ubiquitous across media platforms. From television commercials during major sports events to targeted online ads, gambling promotions are a constant presence.

They are especially prevalent in sports programming, where advertising slots are filled with betting odds, promotions, and brand endorsements.

Critics argue that the widespread presence of the ads normalises gambling, making it appear as a casual or even essential part of the sports experience. What concerns advocates most, however, is the effect of gambling advertising on young viewers.

Studies suggest that children and teenagers are especially susceptible to gambling ads, with many unable to distinguish between regular game commentary and betting promotions. The worry is that the ads may encourage risky behaviour from a young age, cultivating gambling habits that could last a lifetime.

This growing concern has spurred multiple efforts to curtail or even eliminate gambling ads entirely. Legislative actions, public campaigns, and appeals from influential figures have all attempted to address the pervasive presence of gambling ads.

Last month, for example, 60 prominent Australians — including former prime ministers John Howard and Malcolm Turnbull — signed an open letter urging the government to implement a blanket ban on gambling ads.

Their call to action endorsed the Murphy Report’s recommendations, which advocate for sweeping restrictions on gambling advertising across media.

With mounting pressure from advocacy groups, investors, and the public, Nine Entertainment faces a difficult decision.

Ending or scaling back its reliance on gambling ads could lead to significant financial shifts, but maintaining the current course may damage its reputation and alienate an increasingly vocal segment of its audience.

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