Streaming giant Paramount+ broadcast ads for an offshore gambling company known for its bikini-clad croupiers during an A-League match last week in a potential breach of advertising rules.
Ads for the gambling company 8Xbet were digitally imposed on the sidelines of a match between Wellington Phoenix and Brisbane Roar in New Zealand on Thursday.
The ads were broadcast in Australia and New Zealand and may result in hefty fines or court action from national media regulators, which enforce blanket bans on offshore gambling ads.
A Paramount+ spokesperson blamed the error on an external advertising agency and said it was urgently working to ensure it did not happen again.
“Paramount+ inadvertently broadcast some inserted virtual advertisements during the Wellington Phoenix and Brisbane Roar match live from New Zealand on Thursday, February 6, due to the international feed being provided, rather than the Australian feed,” a Paramount spokesperson said.
“This feed is provided by a third party and Paramount+ is working urgently with the supplier now to ensure this does not happen again.”
The breach of advertising rules was detected by the Australian Professional Leagues during the first half of the game and technicians worked to temporarily remove it. But the ads returned in the second half due to another technical error.
The A-League’s virtual advertising partner flew to New Zealand on Monday to further investigate the technical issues and ensure the error is not repeated at the next Wellington Phoenix game.
The Australian Communications and Media Authority (Acma), which regulates advertising during live sport games, has sought additional information from Paramount+ to consider whether action should be taken.
“In the event that the Acma investigates a matter and finds a contravention, it has a range of enforcement actions including issuing a formal warning or an infringement notice, accepting an enforceable undertaking or giving a written direction,” an Acma spokesperson said.
“The Acma can also apply to the federal court for a civil penalty order.”
As part of a commercial deal, Australian Professional Leagues has digitally imposed ads for the 8Xbet on to international broadcasts of A-League matches. The deal does not allow the ads to be broadcast in Australia, New Zealand, the US or the UK.
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8Xbet websites available to gamblers in south-east Asia, seen by Guardian Australia, feature croupiers in bikinis alongside roulette wheels and behind card tables.
The digitally imposed ads, which cannot be seen by fans inside the stadium, have previously featured during matches played by clubs that have vowed to never accept money from gambling companies and complained about the proliferation of ads during live sport.
In 2021, Melbourne Victory announced it would refuse to take any money from gambling companies or promote their brands. It supported a New South Wales Office of Responsible Gambling plan to break gambling’s close association with sport and to raise awareness of gambling-related harm.
Ads for 8Xbet have been digitally imposed on Melbourne Victory home games overseas as part of the commercial deal.
The Australian Professional Leagues’ association with 8Xbet was criticised by the Alliance for Gambling Reform’s chief executive, Carol Bennett, who accused the A-Leagues of “selling out” to offshore gambling.
“Allowing themselves to be used by gambling companies to attract more losers is very disappointing, especially at a time when soccer is well positioned to increase its reach and engagement,” Bennett said.
8Xbet was also contacted.
