Television broadcasters are advocating for modifications to classification guidelines that would significantly increase the number of alcohol advertisements broadcast annually. Research indicates a concerning level of exposure among children, with one-third already witnessing liquor commercials regularly. A loophole within the current broadcasting code permits alcohol advertisements during televised sports events, despite regulations prohibiting such marketing during designated children’s viewing times. This anomaly raises questions about the adequacy of existing safeguards and highlights the potential risks posed by increased advertising slots.

The Australian Communications and Media Authority (Acma) is currently reviewing a revised broadcasting code proposed by Free TV Australia. This draft suggests extending the allocated M-rated programming hours from three to five daily, spanning from 10 am to 3 pm. Notably, these extensions disregard school holidays and weekends when children are more likely to be at home watching television. The Foundation for Alcohol Research and Education (Fare) has voiced concerns over this proposal, citing recent studies showing that 70% of Australian teenagers aged 15 to 17 recall seeing alcohol ads in the past month. These findings emphasize the urgent need for stricter regulations to protect young viewers from the adverse effects of alcohol advertising.

Protecting the well-being of children should remain a priority in media regulation. Experts argue that allowing alcohol advertisements during popular sporting events contradicts the intent of safeguarding younger audiences. Furthermore, organizations like the Cancer Council of Western Australia stress the importance of eliminating pervasive alcohol marketing that infiltrates various aspects of children's lives. Such exposure correlates with earlier initiation into drinking behaviors and heightened risk-taking tendencies. As Acma evaluates the proposed changes, it must consider community expectations and ensure all content aligns with public health goals. In an era where streaming services increasingly dominate viewer preferences, expanding regulatory frameworks to encompass online platforms becomes essential for comprehensive protection.