Australian Government Announces New Advertising Rules to Reduce Gambling Harm Nationwide
The Australian Government has unveiled a comprehensive reform package designed to address gambling-related harm and limit the visibility of betting promotions nationwide. The measures introduce stricter controls on gambling advertising across television, radio, and digital platforms while also strengthening enforcement against illegal operators and regulating emerging gambling products, as regulators continue broader efforts to curb illegal iGaming platforms targeting Australian players.
Officials say the reforms are intended to better protect communities, particularly children and young people, from the risks associated with widespread gambling marketing. The policy package represents one of the most significant regulatory initiatives introduced in Australia in recent years to tackle gambling-related harm.
Television Advertising Limits
Under the proposed reforms, gambling advertising on broadcast television will face strict limits designed to reduce exposure during daytime programming and sporting events.
Key television advertising measures include:
- A maximum of three gambling advertisements per hour between 6am and 8:30pm
- A complete ban on gambling advertising during live sports broadcasts within those hours
- Restrictions aimed at significantly reducing gambling promotion during sporting events
Officials say these measures are intended to curb the high frequency of betting promotions during sports coverage, which has become one of the industry’s most prominent marketing channels.
Radio and Online Advertising Restrictions
The reforms will also introduce new limitations on radio and digital gambling advertising.
These measures include:
- A ban on radio gambling advertisements during school drop-off hours (8am–9am)
- A ban during school pick-up periods (3pm–4pm)
- Online gambling ads only permitted for logged-in users aged 18 and over
- Platforms must offer users a clear option to opt out of gambling promotions
The reforms will also ban the use of celebrities and professional athletes in gambling advertisements. In addition, the government plans to prohibit odds-style betting advertisements that specifically target sports fans, a format commonly used during sports coverage.
Gambling Sponsorship and Sports Promotion Ban
To reduce the link between gambling and sport, the government will also restrict gambling marketing within sporting environments.
Under the proposed rules:
- Gambling promotions will be banned in sports venues
- Gambling branding will be removed from players’ and officials’ uniforms
The government says these measures are designed to reduce the normalization of gambling within sports culture.
Crackdown on Illegal Operators and Harmful Products
Alongside advertising restrictions, the reforms also target illegal operators and emerging gambling products. Australia has already intensified enforcement against offshore gambling platforms, with regulators recently ordering internet providers to block more than 1,500 illegal gambling websites targeting Australian players.
Key regulatory measures include:
- Stronger enforcement against illegal offshore gambling providers
- Regulation of online lottery-style gambling products
- A ban on online keno-style games known as “pocket pokies”
The reforms will also introduce consistent criminal offences for match-fixing across Australia, strengthening the integrity of sports competitions. The move comes as regulators continue efforts to reinforce transparency and governance standards across the betting industry.
Additional Consumer Protection Measures
The government will also expand several harm-reduction initiatives, including:
- Strengthening the BetStop National Self-Exclusion Register
- Expanding financial counselling services for people affected by gambling harm
- Increasing public awareness campaigns about online gambling risks
Government Officials Respond
Prime Minister Anthony Albanese said the reforms are designed to strike a balance between allowing adults to gamble responsibly while protecting children and young Australians from excessive exposure to betting promotions.
“The Government is taking decisive action to tackle the community and public health concerns associated with gambling,” Albanese said.
“We’re getting the balance right here, letting adults have a punt if they want to but also making sure Australian children don’t see betting ads everywhere they look.”
Minister for Social Services Tanya Plibersek emphasised the wider social consequences of gambling harm, noting that its effects often extend beyond individuals to families and communities.
“Every Australian knows someone hurt by gambling. Gambling harm doesn’t just hurt individuals – it can have a devastating impact on families and communities,” Plibersek said.
Meanwhile, Minister for Communications and Sport Anika Wells said the reforms aim to significantly reduce the visibility of gambling advertising, particularly in sports and media environments where it has become increasingly prevalent.
“Our reforms will break the connection between wagering and sport, minimise children’s exposure to wagering advertising and reduce its saturation across the internet, radio and TV channels,” Wells said.
Timeline for Australia’s Gambling Reforms
The Australian Government is expected to introduce legislation to implement the reforms in the coming months. If approved, the new rules are scheduled to take effect from 1 January 2027, giving broadcasters, gambling operators and digital platforms time to adjust their advertising practices and marketing strategies.
The reforms mark a significant shift in Australia’s approach to gambling regulation and are expected to reshape advertising practices, sports sponsorship arrangements, and consumer protections across the country’s betting industry.
Source : Prime Minister of Australia
