Australian Advertising Faces Rising Threats Amid New Regulations

_{Josh Faulks at the RESET for Growth Conference. (Image: RESET)}

The advertising industry in Australia faces significant challenges amid rising regulatory threats more specifically threats aimed at the gambling industry, including land based and online casinos. This was the warning echoed by AANA CEO Josh Faulks at the RESET for Growth conference in Sydney today, Thursday,  May 1.

Impact of Gambling and Alcohol Ad Bans on Brand Visibility

Speaking to senior marketers and media executives, Faulks highlighted that bans on gambling and alcohol advertising are no longer hypothetical but are already being implemented in regions like New South Wales and South Australia. He cautioned that such restrictions could severely impact industry revenue and brand visibility.

It is a direction being taken in other countries, including the UK where councils are calling for a ban on gambling advertisements as part of calls for new gambling reforms. Last year, the Premier League clubs collectively agreed to withdraw gambling sponsorship from the front of clubs' matchday shirts, starting from the end of the 2025-26 season. Tougher measures are being introduced across Europe on gambling advertisements for land-based and online casinos.

Strategic Responses to Regulatory Challenges in Advertising

Anton Kuchukhidze, Chairman of the Ukrainian Gambling Council, has recently written a piece on the issue offering an alternative view.

Kuchukhidze said, “From the very first months, it has led to a number of negative consequences, the main one being the strengthening of illegal gambling operators and their media presence.

Adapting to Political and Economic Changes in the Advertising Industry

Faulks urged the industry to respond strategically, emphasising the importance of collective advocacy to shape a favourable regulatory framework. He compared the current environment to riding a turbulent rollercoaster, citing political instability and economic uncertainty as factors contributing to declining confidence among consumers and businesses. The same can be said in the UK, where some political policies on gambling are in, then out, like the pause of the 80/20 policy on slots.

Despite these challenges, Faulks promoted a growth-oriented mindset, introducing the AANA’s new tagline, “Be a Member of Marketing’s Future,” and encouraging industry leaders to invest in marketing initiatives rather than retreat.

A significant announcement was the formation of the AI Council of Experts, a joint initiative between the AANA, the Advertising Council Australia, and the Media Federation of Australia. The council aims to establish national standards for the ethical and effective use of AI in marketing, focusing on data privacy, bias mitigation, and brand safety. Faulks emphasised the importance of strong governance to harness AI responsibly and ensure trust in the industry.

Throughout the day, speakers from various sectors shared success stories and insights into AI’s potential, underscoring the industry’s need to adapt and lead through innovation. Faulks concluded by urging the industry to view current challenges as opportunities for growth and to take a proactive role in shaping Australia’s marketing future.