Free Broadcasting hopes to change the classification rules so that there are another 800 hours of alcohol advertising each year, although one-third of children have been exposed to alcohol advertising on TV.

Despite laws prohibiting alcohol marketing during children’s viewing hours, broadcasters still have “sports loopholes” in their code of practice, which allows alcohol ads to be played during television-produced sports events.

The revised code of practice that the Australian Communications and Media Authority (ACMA) is considering this month does not close the loophole, but instead proposes to expand the M programming slot, allowing alcohol advertising during this period.

This code will create revised rules for content that can and cannot be displayed on commercial TV.

Free TV Australia’s proposed extension means daytime M shows will be expanded from three hours a day (from 10am to 3pm) to five hours – no allowances during school holidays and weekends when the kids come home.

On the eve of an ACMA decision to decide whether to register for amendments to the regulations, the Foundation for Alcohol Research and Education (FARE) released a study that found that 70% of Australian children aged 15 to 17 recalled seeing alcohol ads last month. TV is the main source of advertising.

Fares CEO Ayla Chorley said more needs to be done to protect children and young people from alcohol advertising.

"This does emphasize the need for adjustments to alcohol advertising, such as the code of practice for commercial television, which allows for sports loopholes," Chorley said.

“Logically, it’s not believed that even if alcohol companies shouldn’t sell their products to under 18, they can advertise in a television-based sports event when they know that thousands of kids are watching.

“The new data highlights how important it is to ACMA’s code of practice rejection of free TV Australia and to demand a way that meets community expectations that can always protect our children from harmful alcohol advertising.”

Julia Stafford of the Western Australian Cancer Commission said the "scandal spread" of alcohol marketing must be stopped.

"We know that when children are exposed to alcohol advertising, they are more likely to start drinking at higher levels of lifespan and risk," Stafford said.

Acma has said the proposal may not meet community standards and said in a November response to the revised court draft: "Viewers may be concerned about the extended time allowed for alcohol ads on TV."

The proposal to expand the M area is just one of the changes to the self-regulated free TV practice code that has not been updated for a decade.

Children and the media submitted in Australia regarding the draft draft, which argues that this will make children unsafe as they will encounter content from M on weekends and school holidays and at 7.30pm.

"These recommendations indicate a lack of attention to children and their lives and a lack of interest in serving family audiences," the CMA said.

Free TV ignores ACMA's suggestion that it updates the code to include content available online, which will be done in its streaming services 9now, 7plus and 10play.

"ACMA believes that viewers will benefit from broadcasters who promise to voluntarily extend some or all of their broadcast and television protections to all television content available online," the response said. These receiving services are not regulated by ACMA.

The watchdog of the broadcast urges free TV to follow the lead roles of ABC and SBS and provide content guarantees for all audiences.

Acma said broadcasters’ on-demand services have been growing, rising from 18% in 2017 to 43% in 2023, while free automatic ratings have continued to decline.

Since 2022, Australians have watched streaming services more than free TV. However, the broadcaster’s self-regulation practice code does not apply to streaming services or online receiving television services provided by the network.