10 Play has breached gambling advertising rules by presenting multiple gambling advertisements outside allowed times during two live-streamed sports events.

The Australian Communications and Media Authority investigated following complaints from a viewer relating to live streams on 14 October 2023 of the A-League Women’s Central Coast Mariners v Newcastle Jets match and a Socceroos friendly match against England.

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. The international match was shown early in the morning of 14 October, while the Women’s A-League match was live streamed that afternoon, when restrictions applied.

ACMA found there were a whopping 133 contraventions of the Online Rules, comprising: 101 contraventions of section 12; and 32 contraventions of section 15 of the Online Rules.

Authority Member Carolyn Lidgerwood said, “These rules are in place to minimise potential harm caused by gambling promotional content.

“Streaming services are expected to have systems in place to provide their ads in line with the law.”

ACMA has issued Network 10 with a formal warning.

“This is the first time 10 has breached the rules around gambling advertising in live sports and it has co-operated with us throughout our investigation.”

10 advised the breach was due to an error in a manual coding process and it has now upgraded its processes to provide more automation around the scheduling of gambling ads. It isn’t clear why 10 did not have upgraded processes already in line, nor whether ACMA has asked other broadcasters if theirs are up to date.

Nonetheless, ACMA may undertake further enforcement action if 10 again breaches the rules.