Our community has been calling for action on the amount of alcohol advertising on our television screens for many years.
In June 2025, the Australian Communications and Media Authority (ACMA) rejected the proposal from commercial free-to-air television networks – who operate under the banner of ‘Free TV’ – wanting to extend alcohol advertising on weekends, school and public holidays.
ACMA also announced a review of the existing Commercial TV Industry Code of Practice to assess whether it adequately protects community members from harm. This review will consider alcohol advertising restrictions in the current code, including exemptions for sporting events.
We know that significantly increasing children’s exposure to alcohol marketing is linked to young people drinking at earlier ages and at riskier levels.
Research shows that women and children are at higher risk of violence during sports broadcasts, yet these broadcasters are given an exception to flood the screens with alcohol advertising during these times.
The Australian Communications and Media Authority – the independent Commonwealth statutory authority that regulates media – can intervene under the Broadcasting Services Act, if industry standards are not meeting community expectations.
In 2022 they developed a policy paper on what audiences expect around content safeguards, and found “ongoing concerns that existing alcohol, gambling and junk food advertising restrictions do not go far enough, noting the nature of harms associated with gambling, alcohol and junk food consumption involve complex health and social issues.”
The Act states that broadcasting services should, “place a high priority on the protection of children from exposure to program material which may be harmful to them” and that industry codes “provide appropriate community safeguards”.
Under a self-policing system, this is clearly not happening. The rules around how alcohol is advertised should not be left to corporations that have their profits, and not community safety as their guiding star.
According to our latest polling, 90% of the community is concerned about the potential for more alcohol ads on television.
These concerns have been formally raised to Free TV by numerous organisations and individuals through their consultation process, however there is currently no public record of these submissions.
In the interests of transparency, we are sharing below the submissions we are aware have been lodged with Free TV. Want yours listed? Email us at campaigns@fare.org.au.
The proposal by Free TV to extend alcohol advertising comes after the Australian Government’s Rapid Review on accelerating action to end domestic, family and sexual violence, recommended that “given the statistical increase in DFSV incidents during football grand finals, as well as the high number of children who watch sport on television and mobile apps, the Review recommends that alcohol advertising be restricted during sporting events”.
Research shows that women and children are at higher risk of violence during sports broadcasts and on public holidays, yet these broadcasters are proposing to increase alcohol advertising during these times.
We also know that significantly increasing children’s exposure to alcohol marketing is linked to young people drinking at earlier ages and at riskier levels.
The proposal by Free TV demonstrates they are out of step with community expectations and completely disregard the advice provided by the expert panel, which strongly urged the government to further restrict advertising.
ACMA rejected the proposed new Commercial TV Code of Practice from industry body Free TV as it did not provide “appropriate community safeguards”. ACMA flagged its concerns over the commercial free-to-air industry’s plans to extend the times when alcohol ads could be shown, particularly at times “when children are more likely to be watching.” ACMA committed to a review of the existing code and whether it has suitable restrictions on alcohol advertising in place, including during sports broadcasts.
A new study, commissioned by FARE and Cancer Council Western Australia, found 70 per cent of Australian children aged 15 to 17 recalled seeing alcohol ads in the previous month.
A new survey finds 90 per cent of Australians are concerned by the industry proposal that could allow 800 hours of additional alcohol ads on TV each year.
Community, health and children’s organisations warn of the disastrous impact of proposed changes to the Commercial TV Industry Code, citing concerns about the increased risk of harm to women and children.
Senator David Pocock questions ACMA during Senate Estimates on alcohol ads during sporting events, when there is a documented increase in domestic and family violence incidents.
ACMA states the proposed changes to the Code would likely cause concern among the community, given the changes would extend the times when alcohol advertising is allowed on TV.
Free TV commences public consultation of proposed changes to the Code that could allow an extra 800 hours of alcohol ads on TV each year. Community organisations submit objections to the proposal.
The Code is updated to incorporate new gambling advertising rules including restricting gambling ads in live sport during children’s viewing hours.
The Australian Communications and Media Authority (ACMA) review the Commercial Television Industry Code of Practice. Free TV and alcohol companies seek to allow more alcohol marketing on TV.
FARE acknowledges the Traditional Owners and Custodians of the lands and waters on which we operate throughout Australia. We pay our respects to Elders past and present, and recognise the continuing connection to country of Aboriginal and Torres Strait Islander peoples.
©2025 FARE
Privacy Statement
T&C
FARE acknowledges the Traditional Owners and Custodians of the lands and waters on which we operate throughout Australia. We pay our respects to Elders past and present, and recognise the continuing connection to country of Aboriginal and Torres Strait Islander peoples.
©2025 FARE
Privacy Statement
T&C
Fill out the form below to receive regular updates & resources.
