Australia is scaling back plans for a full ban on online gambling advertising.
LISTEN TO THIS ARTICLE:The Albanese government has stepped back from its initial intention to outlaw all online gambling ads, signalling a move toward a more targeted regulatory framework that aims to reduce harm without upending licensed operators and the broader digital advertising ecosystem. Communications Minister Anika Wells has led discussions in recent weeks about options that would curb exposure of gambling content to minors while avoiding the disruption a comprehensive prohibition could cause.
Regulatory Shift and Industry Reaction
Ministers and regulators are now prioritising measures such as stricter age-gating, limits on algorithmic targeting and tougher action on illegal offshore operators, rather than a blanket prohibition. The debate has focused in particular on social platforms – including Meta, TikTok and X – which industry and public-health advocates say amplify gambling promotions to under-18 audiences through personalised feeds and influencer partnerships.
A spokesperson for the Communications Minister said the government wants a calibrated response that balances public-health goals with the economic reality that licensed companies, including major listed operators such as Tabcorp and international groups active in Australia like Entain, contribute materially to the national gaming market. The spokesperson said officials would consult with the Australian Communications and Media Authority (ACMA) and the Treasury as they refine the policy.
Health researchers and gambling treatment specialists welcomed moves to focus on targeting and platform responsibilities but warned against relying solely on industry self-regulation. "A targeted approach that limits algorithmic profiling and enforces placement rules will be more effective at protecting young people than a blunt, across-the-board ban", said Professor Sally Gainsbury, director of the Gambling Treatment and Research Clinic at the University of New South Wales. "We need mandatory obligations for platforms to prevent the routine exposure of minors to gambling content, combined with enforcement action against unlicensed offshore operators."
Industry groups also flagged concerns about a full prohibition. "A ban would have unintended consequences for licensed operators and would not eliminate illicit activity", said a representative of the Australian Betting Council. "We support clear rules that distinguish between licensed advertising and illegal promotions that target Australians from offshore sites."
Related: Australia’s ACMA Orders ISP Blocks on Unlicensed Casino SitesMore Regulation News
Next Steps and Enforcement Focus
As part of the revised approach, the government is expected to intensify enforcement against unauthorised offshore gambling sites and to explore sanctions for social influencers who drive traffic to unregulated platforms. Officials have told stakeholders they will examine new obligations for social-media companies to verify user age and to block gambling ads reaching under-16s – measures similar to recent restrictions on age-sensitive content across other policy areas.
Regulatory bodies, including ACMA and the Australian Gambling Research Centre, will likely be asked to provide evidence on the scale of youth exposure and the effectiveness of targeted interventions. International precedents – such as targeted advertising restrictions in the United Kingdom and enhanced enforcement against illegal operators in parts of Europe – are expected to inform Canberra’s final rules.
The government’s pivot reflects the broader challenge of regulating in an environment dominated by programmatic advertising, real-time bidding and influencer marketing. Officials say they are pursuing a middle path that aims to reduce consumer harm, preserve the competitiveness of licensed businesses and provide clearer tools to tackle illegal activity.
Implications for Operators and Consumers
For licensed operators, the policy evolution offers greater certainty than an immediate ban, but it also signals tougher compliance expectations: verification systems, strict placement controls and transparent reporting on digital ad spend may become mandatory. For consumers, particularly young people, the change promises more focused protections, although researchers caution outcomes will depend on technical obligations imposed on platforms and the potency of enforcement against offshore actors.
As Canberra finalises its approach, industry stakeholders, public-health groups and regulators will continue to negotiate the details – a process likely to shape Australia’s digital-advertising rules and influence international debates about how to govern gambling in the age of social media.
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