Australia’s bookmakers and television networks are hitting back against efforts to restrict their ability to advertise.

Australia’s recent elections left longtime anti-gambling politicians Nick Xenophon and Andrew Wilkie with new capacity to further their agenda, including banning bookmakers from advertising on TV during live sports broadcasts and ‘G-rated’ family-friendly time slots.

Tim Worner, CEO of Australian media giant Seven West Media, slammed the proposed ad ban as “draconian and unnecessary.” Worner said broadcasters already had “extensive restrictions in place” and claimed that the effectiveness of these restrictions meant that “the incidence of complaints from our viewers on sports betting ads is actually low.”

Ten Network CEO Paul Anderson echoed Worner’s concerns, saying free-to-air television was “not seeing complaints or concern from our audience.” Anderson also reminded pols that FTA TV was already “by far” the most restricted advertising platform.