The Australian Communication and Media Authority (ACMA) has rejected proposed changes to the Commercial TV Industry Code that would have extended alcohol advertising on weekends, public holidays and school holidays.

Regulator Cites Community Safeguards

ACMA stated it was “not satisfied that the revised code would provide appropriate community safeguards.” The authority has committed to assess whether existing restrictions on television alcohol ads are adequate, including during sports broadcasts.

Free TV Australia, representing commercial television stations, had proposed the code changes to extend alcohol advertising opportunities beyond current restrictions.

Community Groups Welcome Decision

FARE CEO Ayla Chorley said ACMA “has listened to the community and survivors and prioritised the health and wellbeing of Australians over the profits of industry groups.”

“The community sent a strong message to Free TV Australia and ACMA that the last thing we need is more television alcohol ads, because of the increased risk of harm to women, children and our community,” Chorley stated.

Child Protection Concerns Central

Prue Warrilow, CEO of the Australian Research Alliance for Children and Youth, said: “We know that alcohol advertising encourages children and young people to start drinking earlier in life and to drink at riskier levels.”

Professor Elizabeth Handsley from Children and Media Australia added: “Every child has the right to grow up in a safe media environment.”

Sports Broadcasting Under Review

Actor and survivor advocate Kym Valentine highlighted concerns about television alcohol ads during sporting events, stating: “When alcohol companies connect the things we value most – and in this country, we know it’s sport – to a product that is the leading cause of harm and death, we are predatorily and intentionally taking our greatest vice and turning it into a cultural virtue.”

The 2024 Rapid Review into domestic violence prevention recommended restricting alcohol advertising during sporting events, noting “statistical increase in domestic, family and sexual violence incidents during football grand finals.”

Regulatory Focus on Sports Loophole

Community advocates have called for closing the “sports loophole” that currently permits television alcohol ads during sporting broadcasts. ACMA’s review will examine these existing restrictions.

The regulator’s decision reflects growing community concern about alcohol advertising exposure, particularly affecting children who watch sport on television and mobile applications.

Source: Fare