The Australian Communications and Media Authority (ACMA) has found that 10 Play, a streaming service provided by Network Ten Pty Ltd, breached gambling advertising rules during two live-streamed sports events. The violations occurred during the A-League Women's Central Coast Mariners v Newcastle Jets match and a Socceroos friendly match against England, both on 14 October 2023.

Gambling advertisements are not permitted to be shown by online content providers during live sports events between 5am and 8.30pm, including in the five minutes before and after the event. The international match was shown early in the morning of 14 October, while the Women's A-League match was live-streamed that afternoon, when restrictions applied.

ACMA has issued Network Ten with a formal warning as a result of the contraventions. This is the first time Ten has breached the rules around gambling advertising in live sports and it has co-operated with us throughout our investigation, said an ACMA representative.

"These rules are in place to minimise potential harm caused by gambling promotional content," said Carolyn Lidgerwood, Authority Member of ACMA. "Streaming services are expected to have systems in place to provide their ads in line with the law."

Ten advised the breach was due to an error in a manual coding process and it has now upgraded its processes to provide more automation around the scheduling of gambling ads. The ACMA may undertake further enforcement action if Ten again breaches the gambling ad rules for online content providers.