Key points:
- Paramount+ is under investigation for airing offshore gambling ads during an A-League match, potentially breaching advertising regulations
- The streaming service blames the incident on an external supplier mistakenly broadcasting the international feed
- ACMA has launched an investigation into the incident, which could result in regulatory action
- The controversy emerges amid ongoing political debates about gambling ad restrictions in Australia
Streaming platform Paramount+ is under investigation after broadcasting advertisements for offshore gambling company 8Xbet during an A-League match between Wellington Phoenix and Brisbane Roar in New Zealand.
The ads, digitally imposed on the field, were shown in both Australia and New Zealand, potentially violating national regulations that prohibit offshore gambling promotions.
The Australian Communications and Media Authority (ACMA) has launched an inquiry into the incident, warning that regulatory breaches could result in formal warnings, infringement notices or legal action.
Paramount+ has attributed the issue to an external advertising agency, stating that the international feed was mistakenly aired instead of the Australian feed.
The company has assured regulators that it is working with its supplier to prevent future occurrences.
The Australian Professional Leagues (APL), which oversees the A-League, detected the advertising breach during the first half of the match and attempted to remove the ads. However, a technical glitch led to the ads reappearing in the second half.
Good to know: APL’s virtual advertising partner has since travelled to New Zealand to investigate the issue and ensure compliance moving forward
The controversy is heightened by the fact that 8Xbet is not legally permitted to advertise in Australia, New Zealand, the US or the UK.
While APL allows the company to advertise during international broadcasts, its presence in an Australian broadcast has raised concerns about regulatory oversight.
The incident occurs amid broader debates over gambling advertising in Australia, with the federal government considering restrictions on sports betting ads.
While national reforms remain stalled, New South Wales has taken independent action, banning gambling ads on public transport.
