BlueBet has been fined AU$50,000 by the Victorian Gambling and Casino Control Commission (VGCCC) for breaching gambling advertising regulations.

The company was found guilty of 43 charges related to displaying gambling advertisements on or above public roads, contravening the Gambling Regulation Act 2003.

The charges stemmed from an investigation initiated by VGCCC, following a complaint from a member of the public. The breaches occurred over a two-week period in August and September 2022, with BlueBet’s gambling advertisements appearing on digital billboards at various locations, including Point Cook, Laverton, Rockbank and Ravenhall.

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Magistrate Greg Thomas, overseeing the case, expressed scepticism about BlueBet’s defence that it was unaware of the breaches, given the strategic placement of the billboards to target males aged 15-54 years old. While no conviction was recorded, Magistrate Thomas noted the high degree of negligence exhibited by BlueBet.

VGCCC CEO Annette Kimmitt AM said: “Gambling advertising has no place on public roads where it is readily visible to children and other vulnerable groups. These places are especially difficult to avoid as part of day-to-day activities. This decision sends a clear message to wagering providers that flout these protections for our community.”

Although Magistrate Thomas considered imposing a higher fine and recording a conviction, he took into account BlueBet’s guilty plea, cooperation with VGCCC and measures taken to prevent future breaches. BlueBet has implemented changes to prevent similar incidents and has cooperated with VGCCC throughout the process.

The Victorian Gambling and Casino Control Commission (VGCCC) has introduced new standards for how activity statements should be presented to wagering account holders. The new standards require providers to use plain English and avoid unnecessary vocabulary. The use of colours is limited to black and red to represent losses.

The VGCCC took the measure after finding inconsistencies in the way information was displayed on sample activity statements across different providers. Account holders must be able to see how much of their own money they have lost, with free and bonus bets excluded from the net loss figures. Net wins must be shown with stakes deducted. The gambling harm taglines that appear at the end of wagering ads must be displayed on each statement.

The new standards came into force on April 1. Failure to comply could result in a penalty of 60 penalty units, equivalent to AU$11,538.60 for each non-compliant activity statement issued.

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VGCCC CEO Annette Kimmitt AM said: “The days of inconsistent player activity statements are over. Wagering account holders will be better informed about their spending – and therefore better equipped to make informed decisions about their gambling – thanks to the clarity and fairness these changes bring.”

NSW Swifts and Giants have joined the NSW Government’s Reclaim the Game initiative.

Under the initiative, the Swifts and Giants will turn down sports betting sponsorship for the next two years, and will educate fans, players and staff about gambling harm in the community through messaging at home games and on digital and social media.

Reclaim the Game works with a total of 13 partners across 18 teams in six codes, including netball, AFL, A-League, cricket, NBL and NRL.

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Since its launch in 2020, the initiative has reached millions of sports fans through more than 260 games, both on TV and in stadiums.

Minister for Gaming and Racing David Harris said: “It is fantastic to see more NSW teams join Reclaim the Game and raise community awareness of harms linked to sports betting and gambling. These partnerships are a strong reminder that you don’t need to have a bet to show support for your team.

“Netball ranks among Australia’s top sports, boasting more than 1.2 million players nationwide and is also the top choice for female athletes.

“The new partnerships with netball come at the perfect time as community interest in women’s sport soars with record nationwide participation in the sport and the Diamonds reclaiming the World Cup in South Africa.

“Elite players are role models for young athletes and fans. The Reclaim the Game partnerships with NSW Swifts and Giants Netball will engage a vast young fan base, ensuring they are protected from betting ads and can develop positive associations with sport.”

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Netball NSW CEO Tracey Scott said: “On behalf of Netball NSW, I am delighted to welcome Reclaim the Game to our family across the NSW Swifts and the Giants Netball.

“Alongside some of NSW’s other cherished sporting teams and codes, we are proud to join Reclaim the Game which looks to reconnect fans with their love of the games they follow.

“As the most popular community sport in the state, and the leading elite female code, we are committed to playing a role in educating our fans, participants and the broader community about the risks associated with gambling and the harm it can cause.

“The joy of our game is its theatre, especially at Super Netball level when the NSW Swifts and GIANTS Netball go head-to-head with the world’s best, and we always look to provide a welcoming and inclusive environment for everyone to immerse themselves into the excitement of our game.”