SBS Found in Violation of Gambling Ad Regulations During Tour de France Broadcast
Australia's media watchdog, ACMA, has determined that SBS violated gambling advertising guidelines by airing a Crown Resorts ad during its live coverage of the 2025 Tour de France.
The ruling, finalized on March 31, 2026, centered around a 30-second advertisement for Crown Sydney, which was shown during the cycling event. According to ACMA, the commercial fell under the category of gambling advertising and aired during a time when such promotions are prohibited.
While the advertisement highlighted various dining, accommodation, and entertainment options, it concluded with the phrase, “Sydney’s premier casino resort.” This aired specifically to audiences in the Sydney region, coinciding with the Tour de France broadcasts in July 2025.
Violation of Live Sport Gambling Rules
ACMA clarified that the Tour de France qualifies as a Long Form Live Sporting Event, which comes with strict rules restricting gambling advertisements. Under these guidelines, such ads can only be shown before the event, during scheduled breaks, or after the event between the hours of 8:30 PM and 5 AM. These regulations exist primarily to protect younger audiences and those vulnerable to gambling-related harm, reflecting a broader effort among media regulators to control the pervasive influence of gambling in Australian broadcasting.
The regulator also noted that the Crown Sydney commercial containing the “casino resort” phrase did not meet the criteria for an exemption typically granted to establishments that combine dining and entertainment with gambling. This is significant; such exemptions are meant for ads that focus more on hospitality and entertainment experiences instead of directly promoting gambling. ACMA concluded that the advertisement promotes gambling in a manner that directly emphasizes its availability, undermining the intent behind the regulations meant to shield viewers from gambling content during major sporting events.
The ACMA emphasized that “the mention of ‘casino’ immediately directs viewers' attention to gambling activities provided by Crown,” as stated in its investigation report. This remark speaks volumes about how even subtle cues in advertising can lead to potential breaches. Language in advertisements matters more than many might assume. In a country like Australia, where gambling is culturally ingrained, regulators are particularly sensitive to any messaging that may normalize or trivialize gambling.
ACMA argued that this wording encouraged the audience to view gambling as just another offering of the venue, thereby exceeding the exemption's boundaries. It's easy to dismiss this as bureaucratic nitpicking, but the implications for how gambling is marketed can't be underestimated. If viewers start seeing advertisements like this as just another entertaining commercial, it could lead to an increase in gambling activity, particularly among impressionable audiences.
In contrast, ACMA pointed out two other Crown commercials aired during the same event that complied with regulations. One featured different markets and omitted the contested “casino resort” phrase, while another focused on sponsorships tied to SBS's cycling-related program, Plat du Tour. This shows that compliance is possible, highlighting the importance of careful messaging in advertising strategies.
SBS strongly contested the allegations throughout the investigation. In a January 30, 2026 submission, the broadcaster contended that the ad was “unambiguously focused on culinary, hospitality, and accommodation experiences,” lacking any gambling visuals or prompts. SBS seems to have underestimated the perception surrounding the Crown brand. This isn't just an issue of content; it's also about how branding can frame the narrative for audiences.
SBS further asserted that the portrayal of the commercial solely depicted dining options and entertainment amenities, omitting any references to gaming activities or gambling-specific language. Their argument hinges on a belief that viewers should be able to distinguish between dining and gambling. But public perception often doesn't neatly separate the two, especially for brands like Crown, long associated with high-stakes gambling.
The broadcaster maintained that calling the venue a “casino resort” reflected its true nature as a mixed-use establishment, suggesting that the public's perceptions of the Crown brand should not dictate whether the advertisement deserved an exemption. Yet, the ACMA vehemently rejected these defenses. The regulator emphasized that a reasonable viewer would inevitably associate the brand with gambling, and using the term “casino resort” brought focus to those services. Here’s the thing: if SBS had been more mindful of language, they might have successfully avoided this entire predicament. They suggested that alternate terms like “hotel resort” might have sufficed if the intent was solely to promote accommodations and entertainment.
Ultimately, ACMA concluded that SBS had breached clause 3.4 of Appendix 3 of the Commercial Television Industry Code of Practice. This inquiry arose following ACMA's monitoring efforts during the Tour de France coverage that identified the contentious advertisement. The ruling highlights the challenges broadcasters face when navigating the complexities of advertising regulations in a space as contentious as gambling.
What This Means for Future Advertising Regulations
This incident carries significant implications for the future of advertising regulations in Australia, particularly concerning gambling. As societal attitudes evolve and the impact of gambling becomes more scrutinized, regulators may instate even stricter guidelines. If you're working in this space, understanding not just the letter of the law but the spirit behind it is crucial—not just for compliance, but for brand integrity and audience trust.
The rising visibility of this issue signals to broadcasters that vigilance is necessary. They may need to reconsider not only the content of their advertisements but also the language that accompanies them. As this case illustrates, slipping up on words can lead to significant fallout. And while SBS may contest this ruling, they'll need to reassess how they promote brands tied to gambling in the future.
Featured image: fanglan via WikiCommons / CC BY 2.0 / Canva
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