ACMA Reviews Advertising Rules Amid Concerns
Recent data reveals that 75% of Australians want fewer alcohol advertisements on television, leading public health advocates to urge the Australian Communications and Media Authority (ACMA) to implement stronger advertising regulations.
Support for restricting alcohol ads during children’s viewing hours, including sports broadcasts, stands at 82%. As a result, ACMA is reviewing the alcohol advertising rules within The Commercial Television Industry Code of Practice.
Public submissions are being accepted until 30th April. The current code, developed by commercial free-to-air television broadcasters through their industry body, Free TV, has faced criticism for insufficient community protection.
In 2025, Free TV proposed changes to increase alcohol advertising, a proposal ACMA rejected, citing inadequate community safeguards.
The Foundation for Alcohol Research and Education CEO Ayla Chorley states, “There is strong evidence that marketing influences alcohol consumption, and alcohol continues to cause significant harm across Australia.” Chorley urges ACMA to prioritise community health over commercial interests.
Community Concerns and Call for Action
Current rules continue to allow alcohol advertising during sports broadcasts, exposing millions of children to these ads. Canberra parent William Spaul frequently turns off the television due to incessant alcohol ads, arguing this loophole undermines the code’s effectiveness. “Children should not be required to watch alcohol ads when they watch sport,” Spaul advocates for closing this loophole to protect children better.
Kym Valentine, an actor and FARE Lived Experience Advisor, highlights the cultural impact of associating alcohol with sports, stressing the need to change this narrative to reduce violence against women and children.
A major loophole in the current rules allows alcohol advertising during sports broadcasts, resulting in millions of exposures of children to these ads. The evidence suggests this kind of marketing increases the likelihood of earlier and riskier drinking later in life, reinforcing the harmful association between alcohol, sport, and sporting role models.
The community is encouraged to participate in the consultation process until 30th April. More details are available on FARE’s website.
ACMA has a responsibility to listen to the community. Our latest polling shows the majority of the community wants the sports loophole closed and fewer alcohol ads on television.
Last updated: 20 April 2026, 2:16 pm
