AFL to stick with gambling ads despite more than 75% of fans supporting bans

A deluge of gambling ads is expected to continue this AFL season despite the promotions becoming the most common fan concern and politicians blasting them as “completely and utterly out of step” with community expectations.

Multiple gambling insiders who wished to remain anonymous have told Guardian Australia the volume of ads will remain steady despite increasing criticism, as the online wagering industry becomes more competitive and companies jostle for market share.

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Criticism of gambling ads has intensified since last year’s grand final. The volume of ads has now surpassed umpiring and rule changes as the most common fan concern, according to the AFL Fan Association’s survey of 3,000 people.

The survey found 76% of fans would support a ban on gambling advertisements on television and radio while 79% supported a ban on promotions at stadiums. It found 67% agreed AFL clubs should not receive money from pokies or gambling advertisements.

“Fans are most concerned that the bombardment of gambling advertising for their kids watching football is grooming them as future gamblers and normalising gambling,” the report said.

“Whilst there is some recognition of the need for responsible gambling and fans’ right to gamble on AFL if they wish, there is a clear consensus that the volume of gambling advertising is morally inappropriate and should be banned given the social and family impacts.”

A parliamentary inquiry launched two days before the 2022 grand final heard evidence that children can now recite gambling advertisements and identify companies by their brand colours. The chair of the inquiry, Labor MP Peta Murphy,