The SBS gambling advertising breach is now confirmed. The Australian Communications and Media Authority found that SBS broke gambling advertising rules during its live broadcast of the Tour de France in July 2025, after a Crown casino ad aired at a time the Commercial Television Industry Code of Practice does not allow. SBS disagreed with the finding, but the ruling still stands as one of the clearest signals yet that regulators are reading gambling ad copy line by line, not just checking the clock.
Here’s what actually happened, why the ad fell foul of an exception broadcasters have relied on for years, and what it means if you’re trying to make sense of gambling advertising rules in Australia right now.
What Triggered the SBS Gambling Advertising Breach
Live sport in Australia comes with strict timing rules for gambling ads. Under the Code, gambling commercials can only run before play, after play, or during scheduled and unscheduled breaks, and only within the live sport window of 8.30pm to 5am. Outside those windows, gambling content has no place on screen.
SBS broadcast a Crown advertisement for the operator’s gambling activities at a time that breached this window during the Tour de France coverage. As a subscription-style broadcaster carrying live sport, SBS is bound by its own Code of Practice, which mirrors these restrictions. The breach finding means the ad itself, not just its timing, came under scrutiny.
Why the Crown Ad Failed the Dining or Entertainment Exception
Broadcasters have long used a carve-out known as the dining or entertainment exception. It allows ads for restaurants, bars, or entertainment venues at gambling locations to run outside the strict gambling-ad windows, provided the ad sticks to dining and entertainment and doesn’t spotlight the gambling itself.
Crown’s ad leaned on this exception, but ACMA found it didn’t hold up. The advertisement used the tagline “premier casino resort,” and that phrase was enough to tip the ad into gambling promotion territory. ACMA Authority Member Carolyn Lidgerwood said the exception doesn’t apply once any part of an ad draws attention to gambling in a way calculated to promote it directly, regardless of how much of the ad is genuinely about food, drinks, or accommodation.
It’s worth noting that two other Crown ads aired during the same Tour de France coverage were cleared. Both focused on dining, food preparation, and entertainment at Crown properties, and neither used the casino resort tagline. The line between a compliant ad and a breach came down to a handful of words.
How ACMA’s Gambling Advertising Rules Apply Going Forward
This was the first time ACMA had tested the dining or entertainment exception as part of a formal investigation, which makes the outcome a reference point rather than a one-off. Broadcasters now have a concrete example of where the line sits, and ACMA has been explicit that networks should treat any wording that could draw attention to gambling with caution.
That caution applies beyond SBS. Commercial broadcasters, subscription services, and online content providers all operate under similar Codes, and all face the same risk: a tagline, a phrase, or a visual cue that nudges an otherwise compliant ad into gambling promotion. Anyone who believes they’ve seen a gambling ad breach the rules can lodge a complaint directly with the broadcaster first, then escalate to ACMA if the response falls short.
What the SBS Gambling Advertising Breach Means for Aussie Punters
If you follow Australian sport, you’ve already seen the volume of gambling advertising during live broadcasts. Rulings like this one don’t reduce that volume overnight, but they do tighten what broadcasters and operators can get away with around the edges. Expect more conservative ad copy from major casino brands in the short term, particularly around taglines that double as marketing hooks.
For context on how gambling is actually regulated in Australia, our breakdown of Australian gambling laws covers the legislation behind ACMA’s powers, and our guide on gambling advertising crackdowns tracks how enforcement has been trending through 2026.
If you want to check your own gambling habits while the ad debate plays out, our responsible gambling guide has self-assessment tools and Australian support contacts worth bookmarking.
FAQs: SBS Gambling Advertising Breach
What did SBS do wrong with its gambling advertising?
SBS aired a Crown casino advertisement during live Tour de France coverage at a time the Commercial Television Industry Code of Practice does not permit. ACMA’s investigation confirmed the timing and content of the ad breached the rules that govern gambling advertising during live sport.
What is the dining or entertainment exception in gambling advertising rules?
It’s an exception under the Code that lets ads for dining, entertainment, or accommodation at gambling venues run outside the usual gambling-ad restrictions. The exception stops applying once any part of the ad draws attention to gambling in a way designed to promote it, as ACMA found with Crown’s “premier casino resort” tagline.
Can broadcasters show casino ads during live sport in Australia?
Yes, but only within set windows. Gambling ads can run before play, after play, and during breaks within the 8.30pm to 5am live sport period. Outside those windows, or where an ad’s wording promotes gambling directly, the ad breaches the Code.
What happens when a broadcaster breaches ACMA’s gambling advertising rules?
ACMA issues a breach finding, as it did with SBS, and the broadcaster is expected to tighten its compliance processes going forward. Repeated or serious breaches can lead to further regulatory action, and viewers can lodge complaints with the broadcaster directly or escalate to ACMA if unresolved.
