Gambling advertising rules Australia just got a lot harder to navigate. Australia’s media regulator, the Australian Communications and Media Authority (ACMA), has confirmed that SBS breached those rules during its live broadcast of the Tour de France in July 2025. The breach centred on a Crown advertisement. And the decision sets a precedent every broadcaster and gambler in Australia should know about.
Here’s the full breakdown.
What Actually Happened
SBS aired a Crown advertisement during its Tour de France coverage at a time that falls outside the permitted gambling ad window.
Under the Commercial Television Industry Code of Practice, gambling commercials can only run before play, after play, or during scheduled and unscheduled breaks during live sport broadcast between 8:30pm and 5am. SBS operates under its own Code of Practice that mirrors these restrictions.
The ad featured dining, accommodation and entertainment offerings at Crown’s venues. On the surface? Looks fine. But ACMA zeroed in on three words: “premier casino resort.”
That tagline was enough to tip the entire advertisement into gambling promotion territory, according to ACMA Authority Member Carolyn Lidgerwood.
The “Dining or Entertainment Exception” Explained
You’ve probably seen Crown ads during sports that focus on restaurants or shows. That’s not an accident. There’s a legal carve-out called the dining or entertainment exception that allows venues to advertise hospitality and leisure services during live broadcasts, even when gambling ad restrictions are in effect.
The catch? The moment any part of the ad draws attention to gambling in a way that promotes it, the exception no longer applies.
This ACMA investigation marks the first time the regulator has formally assessed this exception. The finding is clear: language like “premier casino resort” crosses the line. It points viewers toward gambling services, not just a great steak or a hotel room.
Two other Crown ads that aired during the same Tour de France coverage were reviewed and cleared. Those commercials focused on food preparation and dining experiences without using casino-related language. Only the ad with the “premier casino resort” tagline breached the rules.
SBS Disagreed. It Accepted the Decision Anyway.
SBS pushed back. The broadcaster argued the ad complied with the long-standing dining and entertainment exception, that it contained no imagery or calls to action encouraging gambling, and that it received a “G” classification (a rating unavailable to gambling ads) after independent review by ClearAds.
Notably, neither SBS nor ACMA received a single audience complaint about the advertisement.
Despite that, SBS confirmed it accepts the ruling and will not challenge it. The broadcaster stated it takes its obligations around gambling advertising restrictions seriously.
What This Means for Australian Players Watching Live Sport
You watch sports. You see ads. Now you know the difference between what’s permitted and what crosses the line.
Australia’s gambling advertising reforms are part of a broader crackdown reshaping how operators can promote their services, with restrictions tightening significantly in 2026. The SBS-Crown case is a live example of that crackdown in action.
Regulators are reading ad copy word by word now. “Premier casino resort” got one ad pulled into breach territory while two nearly identical ads from the same broadcast were cleared. The difference was three words.
That level of scrutiny signals where enforcement is headed. If you’re wondering why gambling ads during sport are becoming rarer and more generic, this ruling is part of the answer.
Australia’s Gambling Advertising Landscape Is Shifting Fast
This finding doesn’t exist in isolation. Australia’s gambling landscape is undergoing a major transformation in 2026, with strict new restrictions pushing operators away from traditional advertising channels and toward SEO, content, and trust-based recommendations.
The ACMA ruling adds another layer. Broadcasters can no longer rely on blanket compliance with pre-cleared ads. Even ads that receive a “G” rating and pass independent review can still be found in breach if specific wording creates a gambling association.
For gambling operators, Australia’s regulatory crackdown has created a more complex and costly operating environment, requiring them to balance growth with strict regulatory compliance to remain competitive.
For you as a player, this means the options you see advertised during live sport will continue to narrow. Understanding where to find legitimate, well-reviewed platforms becomes more important, not less.
Explore Australian gambling laws and what they mean for players to get the full picture, or read our breakdown of gambling ads in Australia and how the 2026 crackdown changes the game.
People Also Ask: Gambling Advertising Rules Australia
Can gambling ads run during live sport in Australia?
Yes, but only within strict timing windows. Ads can run before play, after play, and during scheduled or unscheduled breaks, provided the broadcast falls between 8:30pm and 5am. Outside those windows, gambling promotion is not permitted.
What is the dining or entertainment exception?
It’s a legal carve-out that allows venues with gambling facilities to advertise their dining and entertainment services outside normal gambling ad windows. The exception stops applying the moment any part of the ad draws attention to gambling in a promotional way.
Did SBS face penalties for the breach?
ACMA issued a formal breach finding. SBS accepted the ruling without challenge. The regulator’s outcome serves as a warning to broadcasters about the importance of reviewing advertising language in detail, particularly for venues that offer both hospitality and gambling.
What phrase got Crown’s ad in trouble?
The tagline “premier casino resort” was the specific language ACMA found to direct attention toward gambling services. Two other Crown ads from the same broadcast were cleared because they focused on dining and entertainment without casino-related language.
Responsible Gambling
Gambling should always be entertaining, not a source of stress. If you or someone you know needs support, contact the National Gambling Helpline on 1800 858 858 (free, confidential, available 24/7). You can also visit our responsible gambling page for tools, resources, and guidance on playing within your limits.
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