Australia Unveils Major Crackdown on Gambling Advertising
CANBERRA, Australia – Prime Minister Anthony Albanese has announced sweeping restrictions on gambling advertising across television, online platforms and sport.
LISTEN TO THIS ARTICLE:The measures aim to reduce exposure to betting marketing, particularly among children and vulnerable players, marking one of the most significant policy shifts in recent years.
Speaking at the National Press Club, Albanese said the government would impose a comprehensive package of controls designed to reduce exposure to betting marketing, particularly for children and problem gamblers. Key elements include limits on television advertising to no more than three gambling ads per hour between 6:00am and 8:30pm, a ban on radio spots during school drop-off and pick-up periods, a prohibition on celebrity and athlete endorsements, and a ban on advertising inside sports venues and on the uniforms of players and officials.
Online advertising will be restricted to logged-in users verified as over 18, with an opt-out option for consumers. The government also said it will intensify action against illegal offshore betting operators and block online products that mimic electronic gaming machines, such as certain Keno-style offerings and apps that replicate poker machines.
Related: Australia Would Ban Gambling Ads After Cross-Party Vote, MP Says
Industry Reaction and What Happens Next
The reforms, which the government says respond to a 31‑recommendation review led by the late Labor MP Peta Murphy and handed to ministers in June 2023, have provoked strong pushback from the wagering sector. Responsible Wagering Australia, the industry peak body, labelled the measures "draconian" and warned they could set a precedent for curbs on other consumer-facing industries.
We are deeply concerned these rules will have a cascade effect beyond gambling, affecting jobs and critical funding for sport, racing and broadcasting. This package was announced without adequate consultation and risks driving customers to unregulated offshore platforms where there are no consumer protections.
Sportsbet, one of Australia’s largest operators, described the measures as "overly blunt" and cautioned about unintended consequences. "If advertising and legitimate channels are squeezed, we risk pushing Australians towards illicit offshore sites that operate outside Australian law", a company spokesperson said.
At the other end of the debate, advocates for a full advertising ban expressed disappointment the restrictions did not go further. Reverend Tim Costello of the Alliance for Gambling Reform reiterated the campaign group’s call for a complete prohibition across broadcast and online platforms. "Children deserve to grow up in a country that puts their wellbeing before corporate profits," Costello said. "Partial limits still leave betting brands able to normalise wagering in community spaces and during sporting contests. We need decisive action to prevent harm, not half-measures."
More Regulation
Regulatory Oversight and Enforcement
Government officials said the package will begin phased implementation from January 2027 and will rely on a combination of new statutory controls and strengthened enforcement by media and communications regulators. Attention is now turning to the government’s proposed advertising package, including how the new limits will be applied across television, digital platforms and sporting environments, and whether enforcement will be strong enough to prevent operators from shifting activity into less regulated channels. The Australian Communications and Media Authority (ACMA) has already stepped up activity against social media influencers promoting illegal betting sites, and ministers signalled closer cooperation with state and territory gambling regulators to tackle offshore operators and platform operators that skirt advertising rules.
Legal and commercial questions remain. Broadcasters and sporting bodies have historically received significant sponsorship revenue from wagering firms; executives warn that the withdrawal of funds could affect grassroots sport, racing and free-to-air broadcasting rights. Conversely, public health experts and several state regulators have been urging stronger limits to reduce youth exposure and gambling-related harm. An independent public health researcher noted the policy sought to balance competing interests: "These measures represent a substantial regulatory shift intended to reduce incidental exposure to gambling at times and places where children and vulnerable adults are most likely to see it. The ultimate impact will depend on how enforcement and loopholes are managed in practice."
Parliamentary and industry consultation is expected to follow, and gambling operators have indicated they may pursue legal avenues if they consider the new rules to be outside federal powers or to unduly impair commercial rights. For now, the announcement marks one of the most ambitious attempts by an Australian federal government to restrict the reach of gambling marketing in recent decades.
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