Australia Unveils Tougher Gambling Ad Rules After Years Of Pressure
The Australian Government has announced sweeping new restrictions on gambling advertising, responding to mounting public concern over the scale and visibility of betting promotions across the country.
The reforms introduce tighter controls on when, where, and how gambling ads can be displayed, as well as who is allowed to feature in them. However, the measures stop short of a complete ban – despite growing support for stricter action from across the political spectrum and advocacy groups.
Speaking at the National Press Club, Prime Minister Anthony Albanese said the government aimed to strike a balance between personal freedom and public protection.
He noted that while adults should retain the right to gamble, children must be shielded from constant exposure to betting advertisements.
Key Measures
Under the new rules, set to take effect from January 1:
Television gambling ads will be limited to three per hour between 6:00 a.m. and 8:30 p.m., and completely banned during live sports broadcasts within those hours
Radio ads will be prohibited during school drop-off and pick-up periods
Celebrities and professional athletes will no longer be allowed to appear in gambling promotions
Online gambling ads will only be shown to logged-in users aged 18 and above, with an option to opt out
Advertising will be banned in sports venues and on players’ and officials’ uniforms
The government also plans to intensify action against illegal offshore betting platforms and restrict additional forms of online gambling, including Keno-style games and digital platforms resembling poker machines.
Industry Pushback
The reforms have drawn strong criticism from parts of the gambling and media sectors. Responsible Wagering Australia described the measures as excessive, warning they could set a precedent for broader advertising restrictions in other industries.
Major operator Sportsbet also raised concerns that the tighter rules could unintentionally push consumers toward unregulated offshore platforms.
Industry representatives argue the sector supports tens of thousands of jobs and provides significant funding for sports and media organisations.
Calls For Stronger Action
However, public health advocates and reform groups say the measures do not go far enough.
Tim Costello of the Alliance for Gambling Reform criticised the partial restrictions, arguing that only a full ban would effectively reduce exposure – particularly for children.
Similarly, the Australian Medical Association warned that limited restrictions may fail to curb the broader impact of gambling promotion on public health.
Global Context
Australia records the highest gambling losses per capita globally, intensifying calls for reform. Other countries, including Italy, Belgium, and Spain, have already introduced near-total bans on gambling advertising.
While the new measures represent a significant shift in policy, the debate over how far regulation should go is expected to continue as authorities attempt to balance economic interests with public health concerns.
