The Australian Communications and Media Authority (ACMA) – Australia’s independent regulator for communications and media – has named implementation of new reforms around gambling advertising as a compliance and enforcement priority for 2026-2027.
The priorities, which also cover mobile phone equipment, enforcement of telco safeguards and the regulatory framework around emergency calls, are designed to target areas of high risk of harm to consumers as well as areas where we the regulator is implementing new rules.
On its gambling advertising focus, the ACMA said, “We will prioritize the implementation of law reforms (following enactment by the Parliament) that are proposed to introduce new restrictions on gambling advertising. For example, gambling advertising is proposed to be banned during live sporting events within allocated times and subject to tighter controls on television, radio and online platforms.
“To support final reforms, we will provide guidance to help industry understand and meet its obligations. We will also undertake investigations and enforcement action where advertisers, broadcasters or online content providers fail to comply with the new requirements.”
The ACMA added that it would work to prevent the social, financial and health-related impacts and harms arising from gambling by collaborating with other regulators and industry in combatting “scambling” services that exploit vulnerable Australians; by targeting influencers who promote illegal gambling services; by disrupting illegal services; and by driving improved compliance with national self-exclusion register BetStop.
The priorities come amidst ongoing debate around Australia’s gambling advertising laws in the wake of a senate report released in 2023 that called for a complete ban on gambling advertising.
The federal government recently announced a series of reforms that stop short of a complete ban but will put an end to gambling advertising in sporting venues and on players’ uniforms, a cap on the number of gambling ads per hour during the day and a ban on gambling ads during live sports broadcasts before 8:30pm.
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