Introduction
Paramount+, a leading streaming service, is currently under investigation after inadvertently airing advertisements for the offshore gambling company 8Xbet during an A-League soccer match between Wellington Phoenix and Brisbane Roar. This incident has raised significant concerns regarding compliance with advertising regulations in both Australia and New Zealand.
Background of the Incident
On February 6, 2025, viewers of the A-League match between Wellington Phoenix and Brisbane Roar were exposed to digitally imposed advertisements for 8Xbet, an offshore gambling operator known for featuring scantily clad croupiers in its promotions. These ads were visible on the sidelines of the match and were broadcast in both Australia and New Zealand. The Australian Professional Leagues (APL) had an existing commercial agreement to display 8Xbet ads in international broadcasts; however, this agreement explicitly excluded broadcasts in Australia, New Zealand, the United States, and the United Kingdom. The appearance of these ads in restricted regions was attributed to an error by an external advertising agency, which provided the international feed instead of the appropriate regional feed.
Regulatory Response
The Australian Communications and Media Authority (ACMA), responsible for overseeing advertising standards during live sports events, has initiated an inquiry into the breach. The ACMA has requested additional information from Paramount+ to assess the situation and determine the appropriate course of action. Potential consequences for non-compliance include formal warnings, infringement notices, enforceable undertakings, or civil penalty orders issued by the Federal Court.
Paramount+’s Reaction and Remedial Measures
In response to the incident, a spokesperson for Paramount+ stated that the company is urgently collaborating with its third-party supplier to prevent future occurrences. The APL detected the breach during the first half of the match and attempted to remove the ads; however, due to technical difficulties, the advertisements reappeared in the second half. To address these issues, the APL’s virtual advertising partner has dispatched a team to New Zealand to investigate the technical problems and ensure compliance in future broadcasts.
Broader Implications and Criticism
This incident has sparked criticism from various quarters, particularly from organizations concerned about the relationship between sports and gambling. Carol Bennett, Chief Executive of the Alliance for Gambling Reform, accused the A-Leagues of “selling out” to offshore gambling interests, expressing disappointment that the sport is being used to promote gambling companies. This event underscores the ongoing debate about the prevalence of gambling advertisements in sports and the need for stringent regulatory oversight.
Conclusion
The inadvertent broadcast of 8Xbet advertisements during an A-League match has placed Paramount+ under regulatory scrutiny and highlighted the challenges of managing advertising content across multiple regions. As the ACMA’s investigation progresses, this incident may prompt a reevaluation of advertising practices and regulatory frameworks to prevent similar breaches in the future.
