AANA questions Tabcorp’s concerns over new code for wagering and gaming marketing

The main marketer body has said it is "perplexed" at Tabcorp's comments over its new code governing wagering advertising.

Punt - SportsbetThe main marketer body has said it is “perplexed” at Tabcorp’s comments over its new code governing wagering advertising.

The Australian Association of National Advertisers claims the betting firm has changed its stance on its code, which was announced last week and comes into effect on July 1, which includ a number of rules including clearly defined bans on marketing to minors.

However, wagering giant Tabcorp said the move to a self-regulatory code did not give the industry a national legislated framework in which to work and also doubted some operators would adhere to the code or ASB rulings.

In a statement to Mumbrella, the AANA said it had delivered a “comprehensive set of standards for the content of wagering advertising that applies nationally”.

“Given the new code deals with appropriate standards for content and provides such a significant consumer benefit we are perplexed why Tabcorp has now changed course and appears not to support it,” the AANA statement.

“We met with Tabcorp prior to the consultation process and the discussion document outlined the proposed Code’s provisions. In its submission to us Tabcorp said the following: ‘Tabcorp is generally supportive of the introduction of the Code as an instrument that will complement the existing legal and regulatory framework’.”

The AANA also questioned whether advertisers and marketers would flout the rules, noting that with all of Australia’s major media companies supporting the Advertising Standards Board process, even a company ignoring a ruling would find it hard to continue to run a campaign.

“In the highly unlikely event that an Australian licensed wagering provider should attempt to ignore an ASB ruling, they would find that media outlets, which are bound to uphold the self-regulatory system through the codes of their respective industry bodies, would decline to run an advertisement until it was made compliant,” the AANA said.

“There is also the considerable risk of reputational damage that would occur if a wagering company were to attempt to ignore a ruling.

“We remain open to meeting with Tabcorp to resolve any misconceptions they may have.”

Simon Canning


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.