The Australian government has announced a series of reforms to the nation’s gambling advertising rules, including a complete ban on gambling-related ads during live sport in daytime hours.
The reforms, unveiled by Prime Minister Anthony Albanese on Friday, follow recent pressure for the government to action the findings of a 2023 parliamentary inquiry into online gambling and its impacts on those experiencing gambling harm, which recommended a complete ban on all forms of advertising for online gambling.
While the government has refrained from going to those extremes, it has addressed concerns over exposing gambling to children by restricting gambling advertising on broadcast television to no more than three ads each hour between 6am and 8.30pm, including a complete ban during live sport broadcasts within those hours.
Gambling ads will also be banned on the radio during school drop off and pick up times – 8am to 9am and 3pm to 4pm – and via online platforms unless people have a logged in account, are over 18 and have the option to opt-out of gambling advertising.
Similarly, gambling operators are banned from using celebrities and sports players in their ads or in odds-style ads targeting sports fans, while gambling ads in sports venues and on the uniforms of players and officials is also banned.
Along with the advertising bans, the government has unveiled a series of restrictions and enforcement actions designed to protect vulnerable citizens.
These include a crackdown on “harmful and emerging online lottery products” and a ban on online keno, making match-fixing a criminal offense and boosting enforcement against illegal offshore gambling providers. It is not clear how such enforcement against offshore operators will be implemented.
Nevertheless, the government said it will develop legislation to implement the new measures, with reforms to begin from 1 January 2027.
“The Government is taking decisive action to tackle the community and public health concerns associated with gambling,” said Albanese.
“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. What we don’t want is kids growing up thinking that footy and gambling are the same thing.”
Minister for Communications and Minister for Sport, Anika Wells, added, “Gambling addiction is a serious public health issue and this announcement represents strong reform to reduce gambling harms in Australia’s history.
“From 1 January next year Australians will be able to sit down with their families and cheer on their favorite team without being bombarded by gambling advertising.
“Our reforms will break the connection between wagering and sport, minimize children’s exposure to wagering advertising and reduce its saturation across the internet, radio and TV channels.
“Australian parents, families and sports fans have been calling for action, and we thank all those involved for their continued engagement and advocacy as we’ve worked continuously to get the settings balanced and right.”
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