Every Australian deserves the right to watch their favourite sport or enjoy a movie night without being inundated with harmful alcohol advertising.
But right now, they can’t.
That’s because the rules that decide when and how alcohol ads appear on free‑to‑air TV are written by the broadcasters who profit from them — Channels Seven, Nine, Ten and WIN.
This industry‑led system has allowed a major loophole: alcohol ads can be shown at any time of day during sport, even when large numbers of children are watching. As a result, alcohol advertising is widespread on TV at family viewing times.
The Australian Communications and Media Authority (ACMA) has the power to change this. It must take regulation back into its own hands and put the health and wellbeing of the community ahead of industry profit.
Commercial free-to-air television networks, which operate under the banner of Free TV Australia, developed the current code of practice which sets the rules for alcohol advertising on TV.Under Australia’s co‑regulatory system, broadcasters write these rules, while the media regulator, ACMA, is responsible for approving them.
Because these rules are industry‑written, they prioritise advertising revenue over public health
This matters because free‑to‑air TV still reaches millions of Australians. Each week, around 20 million people tune in to a Free TV broadcast.
Alcohol is an addictive product that causes significant harm, including violence, injury, mental ill‑health and chronic disease. Constant exposure to alcohol advertising makes it harder for people to reduce their drinking and reinforces alcohol as a normal part of everyday life.
Children are especially affected. While alcohol ads are meant to be restricted during times when children are likely to be watching, a major loophole allows alcohol advertising to air at any time of day during live sport on weekends and public holidays. As a result, children are routinely exposed to alcohol ads during family viewing times.
ACMA’s role is to ensure Australians can watch TV without being exposed to avoidable harm. It now has an opportunity, and a responsibility, to put community wellbeing ahead of industry profit and fix the gaps in the current rules.
ACMA wants to hear about your experience of alcohol ads on commercial free-to-air TV.
Add your voice to the chorus calling for less harmful alcohol ads on TV before April 30, 2026.
Children should be free to watch their sporting idols without seeing alcohol ads.
Right now, alcohol ads can only be aired between 12-3pm on weekdays or 8:30pm-5am on weeknights. These are times when children are less likely to be watching.
But these rules don’t apply for televised sports – including live broadcasts or replays.
This allows alcohol companies to market their addictive products while children and young people are watching.
The community has advocated to close this loophole for many years.
When children are exposed to alcohol marketing, they are more likely to begin drinking earlier and drink at high-risk levels later in life.
Women and children are also at greater risk of experiencing violence during sports broadcasts. One study found a 40% increase in gender-based violence during State of Origin matches.
ACMA has the responsibility to listen to the community and put our wellbeing first, not industry profit.
Our community has been calling for action on the amount of alcohol advertising on our television screens for many years.
In June 2025, ACMA rejected the proposal from commercial free-to-air television networks wanting to extend alcohol advertising on weekends, school and public holidays.
This followed widespread concern raised by community members, family violence survivor advocates and youth and health organisations objecting to Free TV’s proposal. (Read what they had to say below).
ACMA 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.
ACMA opened public consultation for its review of alcohol advertising rules on free-to-air TV.
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 commissioned Pureprofile to conduct a survey of 2,015 Australians in February 2026.
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