The Guardian turns away gambling ad dollars, accepts losing out on big money deals
Guardian Australia said its move to turn away all gambling ad dollars will result in ad revenue losses “in the multi-millions”. However, if not now, the decision to cut ties with its fastest-growing ad category will only get harder from here.
The publisher will now stop accepting gambling advertising for online, audio, video and print content as a part of the media group’s global move to “do the right thing”.
Rook
Guardian Australia’s commercial director, Mason Rook, said while it’s certainly a big chuck of revenue to walk away from, it will become a win-win solution from not only consumer and moral points of view, but also for other advertisers appearing on The Guardian.
“By making hard and fast rules around the kinds of brands that we will and won’t work with, it does create a better-trusted environment, and advertisers that we do work with will see those results coming through in their campaigns,” Rook told Mumbrella.
The publication will look into other verticals to partially offset that loss of revenue, Rook said, including sectors like hybrid cars, banking and finance, alongside lifestyle and entertainment.
However, Guardian Australia is also betting on the ban’s positive impact on reader revenues, stemming from the trust in its journalism that the publisher aims to build its whole reputation around.
Taylor
Guardian Australia’s editor, Lenore Taylor, said gambling ads were the things she received the most complaints about from readers.
In the opinion piece Taylor penned for the publication yesterday, she said that “Guardian Australia will now be able to report on the unfolding debate about gambling harm in this country certain that we are not contributing to the problem”.
This decision came as a parliamentary inquiry into online betting and its impacts on those experiencing gambling harm was in the process of finalising its report and list of recommendations.
Taylor told Mumbrella: “Our readers were telling us very clearly that they didn’t like reading sports surrounded by gambling ads.
“The public is saying that sports have become too entwined with wagering that the idea is being promulgated through this ubiquitous advertising. You can’t really be a sports fan now, if you don’t gamble.
“And I want our readers to be able to trust and respond to our editorial content and the advertising content.”
The Guardian also announced in 2020 that it will stop accepting fossil fuel advertising. When asked whether the publication will make other similar decisions on societal issues in the future, Rook and Taylor said there weren’t others in the pipeline, but will assess on a case-to-case basis.
Regarding whether there is potential for a bigger industry-wide initiative on similar issues, both Rook and Taylor agreed that The Guardian is not here to tell other businesses what to do.
“I think, certainly for some of the broadcasters, and for some of the sporting codes, the dependency on wagering advertising is quite profound, so it would be very difficult for them to get to ban it altogether,” Taylor said.
Rook added: “If they wanted to take a stance, which is putting the value of consumers or their audience and Australians at the core, they could make a more progressive decision around this thing around their approach.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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Thai is a great move by The Guardian. It’s comparable to a business who refused tobacco advertising in the 1970s. These gambling businesses provide few jobs (compared to turnover), cause massive social harm and makes younger people think that the purpose of sport is to allow people to bet on a result. Just because something is legal does not mean it’s harmless. Asbestos – cheap, fire resistant and a good thermal insulator. Get yours now for your 1960s home.
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I love when people whine about free speech when a business opts to censor or remove content. Free speech is the right to say or NOT say what you choose. Refusing gambling ads is just as much a reflection of free speech as it is to show them.
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Are they for real? Are a the Guardian the arbiters of what is acceptable advertising . Do they accept ads from Qatar Airways? [Moderated under Mumbrella’s comment policy]. Agree that they can choose who does and doesn’t advertise on their media properties but that’s the beginning of the end of free speech and an open commercial economy.
Last time I checked, gambling ads were legal. Self Sensor at your own peril you…
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They should just stop accepting all ads except from charities and provide them for free
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How is this virtue signalling? Do you even know what this means?
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No morale fortitude for the last decade in market? Only now at the point of audience backlash and government inquiries that The Guardian takes action. LOL.
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I bet you that more than 0.8% of those who use pokies have a gambling problem. $40.
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0.8% of gamblers are problem gamblers.
Biggest issue are poker machines but I don’t see any gambling warning messages on poker machines or warning messages at casinos?
Majority of people are not problem gamblers.
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Stunning reading comprehension skills from yourself mate – that 0.8% number you’re quoting represented the percentage of the entire population that has a gambling problem, not the percentage of gamblers (it’s also up to 1% now)
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The money that gambling companies bring in and therefore spend on advertising in Australia is astronomical. This ban really does underline the ethos of The Guardian and their commitment to reducing harm in society in a myriad of ways. To those who are having a tantrum about it-are you suggesting that you like having your article interrupted by gambling ads? Are you mourning the loss of aggressive or pop up ads and think not having them surround content that it will take away from your reading experience?
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What a lovely idea, except for the fact that salaries couldn’t be paid if this was put into place
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