Australia’s federal government has introduced a new series of gambling reforms focused on regulating advertising, safeguarding young people, and addressing offshore operators. These measures, unveiled by Prime Minister Anthony Albanese along with Ministers Tanya Plibersek and Anika Wells on Thursday, aim to mitigate harm to children and vulnerable populations within the country. Scheduled to take effect on January 1, 2027, these changes mark a significant alteration in the national approach to gambling advertising and regulation.
The reforms include strict limitations on gambling advertisements on television, which will be restricted to a maximum of three ads per hour from 6:00 am to 8:30 pm. Additionally, ads will be entirely prohibited during live sports broadcasts within the same timeframe. The government will also limit radio advertising during key times for parents, specifically during school drop-off and pick-up hours, between 8:00 am to 9:00 am and 3:00 pm to 4:00 pm. For digital platforms, gambling advertisements will be banned unless users are logged in, are over 18, and have the option to opt out of such content. Further, the use of celebrities and sports personalities in gambling advertisements will be prohibited.
In the realm of sports, the government plans to ban gambling advertisements within sports venues and on the uniforms of players and officials. “Odds-style” advertising, which targets sports enthusiasts, will also be outlawed. The reform package extends to online gambling, with measures to tackle harmful online lottery products, including banning online “pocket pokies” like online keno and establishing uniform laws to criminalize match-fixing. Furthermore, there is a pledge to intensify enforcement against illegal offshore gambling entities.
A key component of the reforms is the enhancement of BetStop, the national self-exclusion register, following its statutory review, along with increased financial counseling services for those affected by gambling-related harm.
Prime Minister Albanese has described these reforms as necessary for balancing the freedom of adults to gamble with the protection of children from pervasive gambling advertisement exposure. He emphasized the importance of preventing children from associating sports with gambling activities. Minister Plibersek highlighted the social ramifications of gambling, linking it to family and domestic violence issues. She noted that young men are particularly susceptible to gambling-related harm and stressed the need to prioritize the welfare of young Australians.
Minister Wells characterized the reforms as the most stringent in Australian history. She expressed confidence that from next year, Australians will be able to enjoy sporting events with their families without being inundated with gambling advertisements.
The announcement brings to a close years of escalating public and political pressure to address the prevalence of gambling promotions in Australia. The late MP Peta Murphy initiated an amendment to the Interactive Gambling Act 2001 in 2023, which included proposals to ban gambling advertising. Murphy’s proposal included 31 reform recommendations, but it faced delays and modifications over the years. Although a total ban on gambling advertising was not pursued, the government has now introduced these comprehensive reforms after extensive consultations.
Complicating the legislative landscape, the Green Party had proposed a blanket ban on gambling advertisements to the Senate in October 2024, arguing that such a measure has been repeatedly recommended by experts and has broad public support.
The reforms necessitate changes to broadcasting and advertising codes, digital platform compliance, and the harmonization of criminal laws across states. The complexity of these legislative requirements could lead to legal challenges. Responsible Wagering Australia (RWA) criticized the lack of industry consultation regarding what it termed “draconian measures.” RWA CEO Kai Cantwell acknowledged that while advertising levels were previously excessive, the industry had already made efforts to reduce the volume of advertisements. Cantwell expressed frustration at the lack of prior notice and consultation on the reforms.
Sporting organizations may face financial challenges due to the bans on advertising within venues and on uniforms, while the restrictions on celebrity endorsements and odds-style advertising may impact marketing strategies that have evolved with online betting’s rise.
The legislation supporting these reforms is slated to be introduced to parliament in May. As the industry prepares for these changes, stakeholders will likely continue to engage in discussions regarding the implementation and potential impacts of the new regulatory framework.
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