If you thought the days of seeing alcohol ads sandwiched between cartoons and midday movies were long gone, think again.
A new proposal from Australia’s free-to-air broadcasters could see alcohol commercials airing as early as 10am—even on weekends and during school holidays—leaving many parents and health experts raising their eyebrows (and their voices).
Currently, there are rules in place to protect children from being bombarded with alcohol advertising during their favourite TV shows.
But there’s a catch: a ‘sports loophole’ in the code of practice allows alcohol ads to run during televised sporting events, regardless of the time of day.
So, while your grandkids might be tuning in for the footy, they’re also getting a side serve of beer and spirits promotions.
Now, Free TV Australia—the body representing commercial broadcasters—wants to go even further. They’re pushing for a revised code that would extend the hours when M-rated programming (and, by extension, alcohol ads) can be shown.
Instead of the current three-hour window, the new rules would allow M content from 10am to 3pm every day. That’s an extra 800 hours of alcohol advertising a year, with no exceptions for weekends or school holidays when kids are most likely to be watching.
A recent study by the Foundation for Alcohol Research and Education (Fare) found that 70% of Australian children aged 15 to 17 recalled seeing alcohol ads in the past month, with television being the main culprit. That’s a staggering figure, especially when you consider that the law is supposed to protect under-18s from this kind of marketing.
Ayla Chorley, CEO of Fare, didn’t mince words: ‘It defies logic that even though alcohol companies aren’t supposed to market their products to under 18s, they are allowed to advertise during televised sporting events when they know thousands of kids are watching.’
She’s calling for the Australian Communications and Media Authority (Acma) to reject the proposed changes and demand a code that actually protects children.
The evidence is clear: the more children are exposed to alcohol advertising, the more likely they are to start drinking earlier and at riskier levels.
Julia Stafford from the Cancer Council of Western Australia warns of the ‘insidious creep’ of alcohol marketing into every area of children’s lives. And it’s not just about what’s on the telly—these ads shape attitudes and behaviours for years to come.
Children and Media Australia (CMA) has also weighed in, arguing that the proposed changes show a ‘profound lack of concern for children and their lives, and a lack of interest in serving the family audience.’
They point out that the new rules would make it unsafe for children, who could encounter M-rated content not just in the evenings, but throughout the day on weekends and during school holidays.
Here’s another twist: while more and more Australians are turning to streaming services like 9Now, 7Plus, and 10Play, these platforms aren’t covered by the same rules as traditional TV.
Acma has urged Free TV to follow the lead of ABC and SBS by extending content safeguards to their online offerings, but so far, those calls have gone unanswered.
With viewership of on-demand services skyrocketing—from 18% in 2017 to 43% in 2023—it’s clear that the way we watch TV is changing. But the rules haven’t kept up, leaving a regulatory gap that could see even more kids exposed to alcohol advertising.
Acma is currently considering whether to approve the revised code. They’ve already expressed concerns that the proposal may not meet community standards, noting that ‘viewers may have concerns about any extension of time when alcohol advertising is permitted on television.’
The decision will have far-reaching implications—not just for what we see on our screens, but for the health and well-being of future generations.
What are your thoughts on the proposed extension of alcohol advertising hours on television? Do you think alcohol ads should be allowed during daytime TV? Do you believe the current regulations strike the right balance, or is further reform needed? Feel free to share your thoughts and views in the comments below.
Also read: New ban stops unhealthy food ads on buses and trains—here’s why
It is all about free to air TV wanting MORE money. I hate watching TV when some of these alcohol adds are shown all through various sports programs and some children’s programs. Reduce the time they can show these adds. Like from 6pm to 10pm weeknights only.
Alcohol and gambling advertising should be completely banned.