Online casino gaming is a dynamic, lucrative industry that is growing rapidly around the world. Constant technological innovations and changing regulations make it one of the most exciting industries to work in, with new opportunities and challenges opening up every day. Most importantly, the current global iGaming boom shows no signs of slowing down, with the latest estimates suggesting that global revenues will exceed $100 billion in the next five years. In this context, Australia stands out as the most gambling country in the world, and the government is taking serious steps to combat gambling addiction.
Legal aspects of gambling advertising in Australia
Australia’s federal interactive gambling laws prohibit certain activities, including
- online casinos, slot machines and poker on the Internet;
- live betting on sports events;
- online betting without a license issued by one of the Australian states;
- online instant lotteries;
- the provision or facilitation of credit by certain interactive betting service providers to their customers.
The situation with gambling in Australia is rather complicated, and gambling addiction is widespread even among children and teenagers. Advertising of legal gambling services is subject to comprehensive advertising restrictions at the federal, state and territory levels. Advertisers must warn players about responsible gambling. At the same time, it is illegal to advertise that encourages taking out credit for betting or recommending that another person do so, and in some jurisdictions it is illegal to encourage gambling at all or to gamble more often.
The Competition and Consumer Act 2010 (CCA) provides for penalties, among other things, for misleading acts or words in advertising. Various codes of conduct also apply to gambling advertising in Australia.
The federal government recently passed new rules restricting gambling advertising and betting ads during live sports broadcasts, with one of the key goals being to protect children from their influence.
A parliamentary commission also investigated online gambling and its impact on those with gambling problems and recommended the creation of a single national regulatory body in this area. It will be responsible for licensing and regulating gambling across the country, while online operators will be charged an annual fee to fund measures to prevent gambling-related harms.
The government is also calling for a complete ban on all forms of online gambling advertising, which will be phased in over three years. This ban will be introduced in four stages. The first one will include a ban on all online gambling promotions and inducement advertising, as well as all online gambling advertising on social media and online platforms. Such advertising will also be prohibited on commercial radio during the time when students leave and arrive from school.
The second stage will ban all online gambling advertising both during and within an hour before and after any sports broadcast, as well as stadium advertising and logos on players’ uniforms. The third stage will include a ban on all online gambling advertising broadcasts from 6:00 to 22:00. The fourth stage will see a complete ban on all online gambling advertising and sponsorship.
In addition, the most recent bill, which the federal government submitted to parliament on September 13 this year, would ban the use of credit cards and other credit products, as well as digital currencies for online betting. Any violations could result in fines of up to $234,750. Operators and players will be given a six-month transition period to adapt to the changes.
Portrait of an Australian Online Casino Player
Despite the fact that the gambling market in Australia is generally quite strictly controlled, the country remains one of the most attractive in terms of gambling. The passion for gambling among locals is almost inherited. Moreover, Australians treat gambling as entertainment and do not consider it as a way to make money.
In Australia, the percentage of male gamblers is higher than their share in the general population. According to a 2017 study, although the male population makes up 49%, 54% of the gambling audience is male. At the same time, the number of female gamblers in Australia is 45.8%, although their share in the population is 51%.
According to many estimates, Australians gamble more than representatives of any other nationality. Thus, more than 47% of Australians gamble in one way or another. They also lose the most money per capita in gambling, spending almost $1000 per year. This is much higher than Singapore, which took the second place, where players lose just over $600 per year. At the same time, low-income players in Australia spend a higher percentage of their income on gambling, but higher-income players spend more overall.
Gambling is mostly interesting for solvent adults aged 25-60. They have enough financial resources and time to actively immerse themselves in games. It is important to keep in mind that young players under 25 make up only 26% of the audience, while the bulk of the audience is older: 50-64 and 65+. This fact should be taken into account when preparing creatives.
According to analytical studies, the preferences of Australian residents are not homogeneous. Australian players, like Europeans and Canadians, prefer slots, casino table games such as blackjack, roulette, and baccarat, as well as betting on racing and sports events.
Every Australian is an individualist. Residents of the country value personal space and interests of other people, do not criticize habits, appearance, worldview, and do not impose their ideology. They are liberal and uninhibited, do not pay attention to any social restrictions and do not succumb to other people’s influence.
Australian residents are free to criticize the government and the actions of the main authorities. If they do not like some of the processes taking place at the legislative level, Australians will openly speak out about it. Negative attitudes on the part of local residents are observed with regard to class inequality.
Young people living in Australia strive for independent living. The practice of living together as a large family is not common in the country. Thanks to government support, girls and boys move away from their parents while still students, arrange their own housing, and become financially independent.
The official language of Australia is English. However, there are many slangs and abbreviations in the local language. Of course, the locals understand the English that is familiar to everyone, but it is better to use the local dialect and abbreviations when developing creatives.
Australians are big fans of vacation. Almost always, entertainment and recreation prevail over duties and work. Every national holiday or weekend in the country is celebrated on a grand scale.
All these characteristics of the local population make Australia an excellent market and its residents an almost ideal target audience. A transparent casino taxation model allows some states to partially form their budgets from gambling revenues.
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