Kayo in breach of gambling advertising laws
Kayo has breached gambling advertising rules by presenting gambling advertisements during live sports events outside allowed times.
Gambling advertisements must not be shown by online content providers during live sport events between 5am and 8.30pm, including in the five minutes before and after the event.
An investigation from the Australian Communications and Media Authority identified 16 different gambling advertisements aired outside the allowed times, across a total of 267 live sport events.
Unless broadcasters remove gambling ads from digital live streaming completely, there is no bulletproof way of avoiding this happening, specially with programmatic in the mix..
Also what does “16 different advertisements aired” mean in digital? How many impressions was aired to how many people, for how many different brands? What is the consequence of airing 100 imps vs airing 1 mil imps?
Most sports or broadcasters won’t survive without gambling revenue these days. The benchmark will be punishment avoidance, rather than responsible compliance moving forward and if the occasional fine is incurred then they will just raise the sponsorship fees.
Hopefully these are more death throws of the legacy media barons. Sporting associations should and can manage their own content. Just setup platform distribution deals with all and sundry. My choice will be YouTube, too easy. An association could make more money, the platforms can take their cut and the users can pay less than they do today; no need for any adverts.
I cringe when I watch EPL highlights on Optus and my young kids ask me what Hungry Jacks is (I reply – it is awful), then a gambling ad pops up; arrrggghhh.
Isn’t Kayo just an old media business model online?