We’re entering an era of exponential growth in football betting. Internet and mobile phone technology have made it easy to access on shore and off shore betting companies.

These companies provide a plethora of betting options on each match.

Legislation changes in Australia have increased the ability of sports betting companies to market themselves, advertise and sponsor sporting events and teams.

We’re not too far way from the merging of internet technology and digital television technology, and when that happens, we’ll be able to bet on games with our TV remote controls.

In this environment, we need the AFL to be more proactive in protecting the integrity of the game.

A few weeks ago Hawthorn were the subject of a massive punting plunge against St. Kilda on the day before the teams were announced. Low and behold, when the teams were announced the next day, St. Kilda made eight changes (they rested about six players who would be walk up starts in their best 22).

The fact that St. Kilda won the game is irrelevant.

Insider trading was going on. That’s illegal on the stock market and it should be also be illegal to use inside knowledge when placing a bet on the football.

It’s no longer good enough for the AFL to say we’re a sports/entertainment product not a gambling product. A level playing field should exist for all punters.

25 years ago, no-one in Italy would have believed that match fixing would take place in the Serie A League. The AFL has to do more now to ensure nothing like that happens in future.

Punishing players and officials who bet on the game is a good start but it doesn’t go far enough.

A couple of things could be done straight away.

Firstly, let’s get all clubs to place an asterisk next to any player named in a team but subject to a fitness test prior to the game. That way we’ll all know there’s a chance that a key player might not to play and we can bet with caution.

Secondly, let’s punish insider trading with lengthy suspensions from the game. I know it’s hard to detect (and we won’t catch everyone) but significant penalties will act as a deterrent.

And maybe betting companies would be more likely to support investigations into irregular betting if they have more confidence that the AFL is serious about its integrity. At the moment, too many of those companies’ betting records are closed to AFL investigations because they don’t believe that.

Thirdly, the AFL should learn from the racing industry and the ASX and appoint a panel of “Integrity Officers” with expertise in this area to proactively search for betting irregularities.

As the money involved in footy betting grows, the likelihood of a gambling scandal increases.

Let’s not wait for it to happen before we do something about it.

Enjoy sports? Enjoy a bargain? All Sports Online has your favourite sporting brands at up to 70% off. Online only, premium quality sporting goods and merchandise at discounted prices. Get a deal now.