Australia’s Social Media Ban Was Pushed By Ad Agency Focused On Gambling Ads It Didn’t Want Banned
from the bootleggers-down-under dept
We’ve talked about the Australian social media ban that went into effect last week, how dumb it is, and why it’s already a mess.
But late last week, some additional news broke that makes the whole thing even more grotesque: turns out the campaign pushing hardest for the ban was run by an ad agency that makes gambling ads. The same gambling ads that were facing their own potential ban—until the Australian government decided that, hey, with all the kids kicked off social media, gambling ads can stay.
Really.
That’s the latest in this incredible scoop from the Australian publication Crikey.
The big marketing campaign pushing the under-16 social media ban was called “36 Months”—framed (misleadingly) that way because they claimed that raising the social media age from 13 to 16 was keeping kids offline for an additional 36 months.
But, as Crikey details, the entire 36 Months campaign was actually planned out and created by an ad company named FINCH, which just so happened to also be working on a huge gambling ad campaign for TAB, which is a huge online betting operation in Australia. And, it wasn’t their only such campaign:
FINCH has worked on at least five gambling advertisements since 2017, according to public announcements and trade magazine reporting. Its clients include TAB Australia (a 2023 campaign called “Australia’s national sport is…”), Ladbroke, Sportsbet and CrownBet (now BetEasy). There was staff overlap, too. Attwells’ LinkedIn lists him as both 36 Months’ managing director and FINCH’s head of communications from May to December 2024. FINCH staff worked on the 36 Months campaign.
Now, add to that the missing piece of the puzzle, which is that Australia had been investigating bans on online gambling ads, but just last month (oh, such perfect timing) it decided not to do that citing the under-16 ban as a key reason why they could leave gambling ads online.
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