ACMA Rules SBS Broke Gambling Ad Limits During Tour de France

Australia's Communications and Media Authority (ACMA) has determined that SBS, the country's public broadcaster, breached gambling advertising regulations during its live coverage of the Tour de France in July 2025. The violation centered on a Crown Resorts commercial that aired outside permitted broadcast windows, contravening the Commercial Television Industry Code of Practice governing when gambling advertisements may be shown.

The ACMA's ruling highlights the ongoing tension between broadcaster revenue needs and strict Australian gambling advertising standards designed to protect vulnerable audiences, particularly children. The Commercial Television Industry Code establishes specific time windows during which gambling advertisements may be broadcast, typically restricting such content to late-evening and late-night slots when younger viewers are less likely to be watching. SBS's breach suggests either a scheduling error or insufficient compliance oversight during live event coverage.

Crown Resorts, one of Australia's largest casino and gaming operators, has faced heightened regulatory scrutiny in recent years following various compliance investigations. The company's advertising practices have been subject to particular attention, making this incident part of a broader pattern of regulatory focus on how major operators promote their services. For Crown, the incident underscores the importance of ensuring advertising partners maintain strict compliance with broadcast codes.

For SBS, the ruling carries reputational implications and potential financial consequences, though the specific penalties imposed by ACMA were not detailed in available information. Public broadcasters face particular pressure to maintain compliance given their role as trusted media institutions and their reliance on advertising revenue. The incident may prompt SBS to implement additional compliance checks during live event coverage, where real-time scheduling decisions can create vulnerability to violations.

The ACMA's enforcement action reflects the regulator's commitment to policing gambling advertising boundaries in Australia. As the iGaming and sports betting sectors continue expanding, such compliance scrutiny is likely to intensify, placing operators and broadcasters under pressure to maintain rigorous adherence to advertising codes and time restrictions.