Sportsbet has been ramping up its marketing efforts ahead of an anticipated online gambling ads ban. The betting operator increased its ad spend by AU$19m (US$12.4m) during the first six months of the year in comparison to the same period in 2022. Sportsbet’s owner, Flutter Entertainment, described the push as necessary in order to “defend our leadership position” in the Australian market.

called on both the Prime Minister and opposition leader to take action

Anti-gambling advocates have condemned the acceleration. The Alliance for Gambling Reform’s chief advocate Tim Costello believes that Sportsbet is being “utterly irresponsible” with its ramp-up in ad spending. He called on both the Prime Minister and opposition leader to take action.

A Sportsbet spokesperson defended the significant change by explaining that the size of the marketing budget is “seasonal and dependent on a range of activities.”

A recent parliamentary inquiry recommended a ban on all kinds of online gambling ads within three years to protect “impressionable and vulnerable” people. A phased approach would be necessary to implement such a restriction and would impact the bottom line of operators.