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The Australian Communications and Media Authority (ACMA) has ruled that SBS breached gambling advertising rules during its live coverage of the Tour de France in July 2025.
The investigation focused on a Crown Resorts commercial that aired at a prohibited time. Under the Commercial Television Industry Code of Practice, gambling ads can only be shown during live sport between 8.30pm and 5am, and only before play, after play, or during breaks. SBS is bound by these rules under its own Code of Practice.
ACMA found that the brown advertisement did not qualify for the “dining or entertainment” exception, which allows ads promoting food or entertainment at venues where gambling takes place.
Why the Ad breached ACMA rules
Authority Member Carolyn Lidgerwood explained that while the commercial highlighted dining, entertainment, and accommodation, the tagline “premier casino resort” crossed the line.
“The ‘dining or entertainment exception’ under the Code does not apply if any part of the advertisement draws attention to gambling in a manner calculated to directly promote such gambling activities. Such advertisements will be subject to the rules around gambling ads shown during live sport,” she said.
This was the first time ACMA had tested the scope of the dining and entertainment exemption in an investigation.
SBS denied any wrongdoing, said the ad “unambiguously focused on culinary” experiences
SBS strongly disagreed with the breach decision. In a submission dated January 30, 2026, the broadcaster argued the commercial was “unambiguously focused on culinary, hospitality and accommodation experiences” and contained “no gambling imagery, language or behavioural prompts.”
It stressed that “the visuals consist exclusively of dining experiences, food preparation, accommodation and entertainment amenities at Crown,” with no depictions of gaming floors, betting interfaces, or gambling‑related language.
The broadcaster also maintained that “casino resort” was simply an accurate description of a mixed-use venue. SBS argued that responsible gambling messaging and assumptions about public perceptions of the Crown brand should not determine whether an advertisement qualified for the exemption.
Despite disagreeing with ACMA, SBS said it takes compliance seriously and remains committed to following regulatory standards.
