Nine Entertainment is under increasing pressure to reduce its reliance on gambling ads as its AGM approaches. Public and shareholder groups, led by Tim Costello of the Alliance for Gambling Reform, have strongly criticized the network’s gambling ad strategy. Costello argues that ads for betting venues and online gambling sites in Australia encourage harmful behavior, particularly among young viewers. He has called on Nine to reconsider its approach, stressing that community welfare should come before profit.
The timing aligns with recent recommendations from a parliamentary committee to ban gambling ads in the media. However, Nine has reportedly lobbied Communications Minister Michelle Rowland against this reform. Costello views this as a choice of profit over public health. The Alliance, advocating for years to reduce gambling harm, considers reform critical for addressing gambling’s impact in Australia.
Personal Accounts Add Weight to Call for Change
Reformed gambling addict Mark Kempster joined Costello at the AGM, sharing his own struggles with gambling addiction. He attributes much of his past addiction to exposure to sports betting ads. As a football fan, Kempster finds watching games on Nine challenging due to triggering ads that could lead to relapse. His experience reflects those of others facing addiction, reinforcing the Alliance’s stance that gambling ads harm vulnerable Australians
Kempster sees Nine’s continued ad broadcasts as a disregard for affected individuals. He criticized the network for valuing revenue over responsibility and called its lobbying efforts “shameful.” His story highlights how gambling ads foster environments that threaten recovery for many Australians.
Shareholders Demand Reform Through Alliance and SIX Partnership
The Alliance has teamed up with SIX, an activist share trading platform, to use investor influence to push Australia’s media companies toward change. Adam Verwey, SIX’s co-founder, believes that shareholder power is key to shifting company priorities; through active participation in AGMs, the Alliance and SIX aim to get companies to take a fresh look at their approach to gambling ads.
The Alliance sees gambling ads as costly to Australians, with annual losses nearing $32 billion. These losses lead to social harms such as mental health struggles and family breakdowns. Nearly 70% of Australians support a gambling ad ban, yet companies continue to prioritize profits. For the Alliance, media companies are out of sync with public opinion, especially given the social impact of gambling.
Public Support Fuels Efforts for Gambling Ad Reform
Costello and Verwey highlight strong public support as proof that Australians want a ban on gambling ads. Seven in ten Australians support banning these ads on TV. Given gambling’s impact on communities, the Alliance believes a ban is in the public’s best interest. Costello emphasized that frustration with government inaction led to a shareholder-driven approach, seeing it as a direct path to hold companies like Nine accountable.
For the Alliance, shareholder power provides leverage to demand corporate accountability. Costello’s strategy aims to influence change within corporate structures, prioritizing community well-being over profits. As reform advocates push for stricter measures, the Alliance remains committed to reducing gambling ad influence in the media. The upcoming AGM could mark a turning point, potentially setting new standards for how Australian media companies handle gambling advertisements.
