The Federal Government has announced new taglines to replace the ‘gamble responsibly’ warning in gambling ads.
The Government says the new taglines are based on behavioural research and testing to identify the most effective wording.
Here’s what they are.
The new taglines
“Chances are you’re about to lose.”
“Think. Is this a bet you really want to place?”
“What’s gambling really costing you?”
“What are you prepared to lose today? Set a deposit limit.”
“Imagine what you could be buying instead.”
“You win some. You lose more.”
“What are you really gambling with?”
The taglines will replace existing taglines required in gambling ads (e.g. “gamble responsibly”).
One tagline must be used in every applicable ad on TV, radio, in print, online, and in gambling apps.
For TV, radio, and online videos, the tagline must be read at the end of the ad and spoken “slowly, calmly and with an even pace”. Betting companies must ensure an “equal rotation” of the taglines to avoid “message fatigue”.
Call to action
In most cases (except for short radio ads), the following ‘call to action’ must be included:
“For free and confidential support call 1800 858 858 or visit gamblinghelponline.org.au”
When messages are displayed on screen they must take up “the majority of the screen”, and in print they must use a large font and take up 1/3 of the ad space.
Betting in Australia
Australians have higher gambling losses per person than any other country, estimated at $1,276 per person per year.
More than 1% of Australians are “problem gamblers”, and the rates of problem gambling are much higher for online gamblers than those who only use pokie machines.
In total, Australians gamble about $25 billion every year.
Why not ban ads?
When asked whether gambling ads should be banned altogether in a radio interview this morning, Social Services Minister Amanda Rishworth did not offer a view but said the Government would take further steps in this space.
There are already some rules restricting when gambling ads can be shown, including that they cannot be shown during children’s programs.
Promotion of odds are banned during live sport broadcasts and there are some other limitations on how the ads can be presented.