Australia Gambling Ad Bill Would Ban Paid Influencer Deals

CANBERRA: Australia’s proposed gambling advertising reforms would ban paid influencer promotions for wagering companies.

The bill targets gambling ads across online platforms, broadcast media and sport, but it is already facing pressure from MPs who want tougher restrictions.

The proposal builds on the Australian government’s gambling reform package, which was announced as part of a wider effort to reduce online gambling harms. The latest draft would place new limits on how bookmakers promote products to Australian consumers.

Related: Dutch Gaming Authority Clarifies Ban on Influencers in Gambling Ads

Influencer Gambling Deals Targeted

Under the proposed legislation, gambling companies would be barred from entering sponsored content deals with influencers and other notable people. The restriction would apply regardless of audience size, meaning smaller online creators would be covered alongside sports stars, racing personalities, celebrities and podcasters.

Communications and Sport Minister Anika Wells said the government wanted to address the use of online personalities to promote wagering content. She said the proposed rule would prevent gambling companies from paying influencers to promote gambling to their followers, regardless of platform.

The measure is designed to close off a marketing channel that bookmakers have used to reach younger and new audiences. It would also prevent gambling companies from using celebrities in other online, television and radio advertising.

The government also plans to restrict gambling advertising in stadiums and on sports jerseys. Those measures would add to wider controls on the timing, volume and targeting of wagering ads.

Broadcast and Online Restrictions Proposed

The draft rules would restrict gambling advertisements to three per hour during key broadcast periods, while ads could still be shown after 8:30 p.m. during breaks such as half-time or weather delays. Radio gambling ads would be banned around school pick-up and drop-off times.

Online advertising would also face new limits. Gambling ads would be blocked for users under 18, while social media platforms would be required to create an opt-out system for adults who do not want to see gambling promotions.

The government also intends to reduce gambling advertising on platforms such as podcasts, music streaming services and search engines. The Australian Communications and Media Authority would oversee the rules and would have flexibility to adjust definitions if needed.

Wells also introduced a separate measure to impose a levy on wagering companies to fund an education campaign connected to BetStop, Australia’s national self-exclusion register. She said the register is one of the most effective tools for people trying to reduce gambling harm, but public awareness remains limited.

Senate Fight Expected Over Stronger Ban

The bill is expected to face an eight-week Senate inquiry as the Coalition, Greens and crossbench MPs push for stronger restrictions. Several MPs have argued that the government’s plan falls short of the full gambling advertising ban recommended by the parliamentary inquiry led by the late Labor MP Peta Murphy.

Some lawmakers want gambling advertising restrictions extended to all live sport, regardless of broadcast time. Others are pushing for tougher rules on gambling inducements, such as bonus bets, and a more comprehensive ban across digital platforms.

Greens communications spokesperson Sarah Hanson-Young said the reforms should be strengthened through parliamentary scrutiny. Independent senator David Pocock has also proposed amendments that would move closer to a full ban on gambling ads across all platforms within three years.

Labor MPs have also signaled that the bill may not be the final step. Macarthur MP Mike Freelander described the proposal as an important first step, while Louise Miller-Frost said gambling inducements and a federal regulator remain unfinished business.

The debate leaves the bill caught between gambling harm advocates seeking a broader ban and media, sports and wagering interests concerned about the financial impact of tighter rules. For Australian responsible gambling policy, the legislation could still become a major turning point even if the Senate pushes for further changes.

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