The AANA Wagering Advertising and Marketing Communication Code (Wagering Code) applies to the content of ads for products and services related to betting on:
- horse races
- harness races
- greyhound races
- sporting events
- novelty events
- fantasy sports teams
- other contingencies (or a series of races, events or contingencies).
The Wagering Code does not apply to gaming, such as casino games or electronic gaming machines, keno, lotto and lottery products or trade promotions.
For more information and guidance on wagering advertising read the Wagering Advertising Practice Note.
Other rules that apply to gambling and wagering advertising
Gambling and wagering ads are subject to a comprehensive framework of legislation and regulation. Information about the other rules that apply to gambling and wagering advertising is available on the Australian Communication and Media Authority website. This includes rules related to placement of gambling ads and ads for illegal gambling services.
Concerns about responsible gambling messages (low volume or not having a message at all) should be raised with state or territory gambling bodies.
Concerns about the timing and/or frequency of gambling ads should be raised with the relevant broadcaster.
Examples of previous decisions
Examples of ads found in breach of the Wagering Code:
| Summary | Case examples |
| Disparaging people who wish to exit a wagering activity. | Unibet – 2022 |
| A depiction that wagering has taken precedence/priority in a person’s life, and the wagering activity has also impacted upon other people. | Sportsbet – 2024 NEDS – 2017, 2017 |
Examples of ads found not in breach of the Wagering Code:
| Summary | Case examples |
| An ad which is not attractive to children as a result of its theme, visuals and language. | PointsBet Australia – 2022 Tom Waterhouse – 2021 Entain Group – 2021 Sportsbet – 2021, 2021 Bluebet – 2020 Tabcorp Holdings Limited – 2019 NEDS – 2019, 2019 |
| Ads which are somewhat appealing to minors, but more attractive to, and directed at, adults. | Sportsbet – 2022 Texbet – 2022 |
| An ad set in a location or venue where alcohol can be lawfully consumed but does not depict, portray or suggest the combination of alcohol consumption with gambling. | Sportsbet – 2021 |
| Colloquial statements suggesting a wagering company is ‘giving away cash’. | PointsBet Australia – 2020 |
| Phrases such as “I like”, “my group”, “we think”, indicates a personal opinion rather than a guarantee of winning. | Sportsbet – 2022 |
| Depictions of wagering where there is no evidence that it is taking precedence in a person’s life. | Sportsbet – 2022, 2022, 2020, PointsBet – 2021 PointsBet Australia – 2020 Tabcorp Holdings Limited – 2019 |
| Advertising which is light-hearted in tone and does not use any language or imagery to condone or encourage peer pressure to wager. | Entain Group – 2021 Sportsbet – 2021 Tabcorp Holdings Limited – 2020, 2019, 2019 |