Australia Announces Landmark Gambling Advertising Restrictions
Prime Minister Anthony Albanese has described the new measures as "the most significant gambling reforms ever implemented in Australia."
The Australian government has announced a comprehensive package of restrictions on gambling advertising, scheduled to take effect from January 1, 2027. The measures include limits on television, radio, and online advertisements, as well as a ban on gambling sponsorships in sports venues and on uniforms. Notably, the package does not include a full ban on gambling advertising, a key recommendation from a 2023 parliamentary inquiry.
The announcement has drawn mixed reactions. Some politicians and advocacy groups have called the measures insufficient, while industry bodies have criticized the lack of consultation.
Background and Origin of Reforms
The reforms follow a federal parliamentary inquiry into online gambling reform chaired by the late Labor MP Peta Murphy. The inquiry's final report, titled "You win some, you lose more," was published in June 2023 and contained 31 recommendations.
Key recommendations included:
- A phased, comprehensive ban on all online gambling advertising across all media platforms
- Measures against betting inducements
- The establishment of a national regulator and ombudsman
The government is scheduled to table a formal response to the Murphy report in parliament on May 12.
Previous attempts at reform had faced difficulties. A model considered by former communications minister Michelle Rowland proposed a full ban on social media gambling ads, a ban on TV ads an hour before and after live sport, and a cap of two ads per hour until 10:00 PM. The Murphy report was delivered over 1,000 days before the current announcement.
Details of the Announced Restrictions
Broadcast Television:
- Gambling advertising capped at a maximum of three ads per hour between 6:00 AM and 8:30 PM
- Complete ban on gambling ads during live sports broadcasts within these hours
Radio:
- Gambling advertisements prohibited during school drop-off and pick-up times (8:00 AM to 9:00 AM and 3:00 PM to 4:00 PM)
Online Platforms:
- Gambling ads banned on social media and streaming platforms unless a user has a logged-in account, is verified to be over 18, and has the option to opt out
Content and Placement:
- Ban on celebrities and sports players in gambling advertisements
- Odds-style advertisements targeting sports fans prohibited
- Gambling advertisements banned in sports venues and on players' and officials' uniforms
Cross-promotion:
- Mixing sporting commentary with betting odds will be prohibited
Additional Government Actions
Beyond advertising restrictions, the government plans to implement further measures:
- Online Lotteries and Keno: Stricter regulation of harmful online lottery products and a ban on online keno products, referred to as "pocket pokies"
- Match-fixing: Criminal offenses related to match-fixing will be standardized across Australia
- Illegal Offshore Gambling: Increased enforcement against illegal offshore gambling providers
- Self-Exclusion Register: Continued work to strengthen BetStop, the National Self-Exclusion Register
- Support and Awareness: Expanded financial counselling support and increased public awareness campaigns about online gambling harms
Government Rationale
"The goal is to prevent children from perceiving gambling as integral to sports." — Prime Minister Anthony Albanese
Prime Minister Albanese stated that the reforms aim to balance adult choice with protecting children from pervasive betting advertisements.
Minister for Social Services Tanya Plibersek highlighted the broad impact of gambling harm on individuals, families, and communities, emphasizing the goal of preventing a new generation from linking sport with gambling and reducing gambling's role as a factor in domestic violence.
Political and Stakeholder Reactions
Rod Glover (Husband of Peta Murphy): Stated that his wife would have been "proud" of the government's progress, acknowledging that policy outcomes are rarely perfect but calling it a "significant step forward."
Tim Costello (Alliance for Gambling Reform): Described the response as "timid" but welcomed the prime minister's acknowledgment of the need to protect children.
Coalition: Communications spokesperson Sarah Henderson stated the Opposition would scrutinize the details but welcomed the government's action. Former opposition leader Peter Dutton had previously pledged a broader ban.
Greens: Communications spokeswoman Sarah Hanson-Young stated the proposal did not go far enough and advocated for a full ban, describing industry behavior as "insidious and predatory."
Independent MP Kate Chaney: Described the proposal as "big on talk, small on substance" and "feeble half measures," suggesting it prioritizes vested interests over reducing harm.
Independent Senator David Pocock: Called the reforms "hugely disappointing" and accused the government of being influenced by vested interests. He advocated for a full ban and proposed a levy of 1.5-2% on every bet placed in Australia to compensate sports codes.
Liberal MP Simon Kennedy: Described the announcement as "overdue and underwhelming."
Labor MP Louise Miller-Frost: Expressed excitement about the announcement, highlighting collaboration with ministers and the prime minister.
Australian Medical Association (AMA): Vice-president Julian Rait stated that anything less than a comprehensive ban would continue to expose Australians, particularly children, to extensive gambling promotion.
Industry and Media Responses
Responsible Wagering Australia: The industry group expressed "deep disappointment," describing the measures as "draconian" and implemented without consultation. Chief executive Kai Cantwell called it a "dangerous precedent" for future regulations. The group highlighted the sector's contribution of nearly $6 billion to the Australian economy and support for approximately 30,000 jobs.
Free TV Australia: The lobby group for major TV companies voiced concerns that the reforms "risk undermining" free news and sports content. Chief executive Bridget Fair called for mitigation measures, including the removal of the commercial broadcasting tax and fast-tracking the News Bargaining Incentive.
SportsBet: The online bookmaker described the reforms as "severe and far-reaching." A company spokesperson expressed concern that overly broad restrictions could encourage Australians to use illegal offshore operators, which offer no consumer protections and pay no taxes. SportsBet stated its partnership with the AFL would not be affected.
Impact on Sports Leagues and Sponsorships
The reforms are expected to have financial implications for major sports leagues, including the National Rugby League (NRL) and Australian Football League (AFL), which maintain significant partnerships with sports betting operators.
NRL: Five teams currently display sports betting signage on their jerseys. Some clubs have reduced visible ties.
AFL: Four clubs have gambling company sponsorships, though these clubs do not feature advertising on playing jumpers. Sportsbet holds a seven-year, $100 million wagering partnership with the AFL set to begin in 2025.
Other Sports: Cricket Australia, which displays Bet365 advertising on boundary ropes during international matches, will be affected. A carve-out for horse racing is anticipated due to its intrinsic connection to betting.
Broadcast Rights: The NRL is targeting a record $4 billion broadcast rights deal, while the AFL secured a $4.5 billion deal in 2022. Expert opinions vary on the extent of the impact on rights value.
International Context
The Australian reforms align with actions in other countries:
- England: The English Premier League has decided to ban gambling sponsorship on teams' playing shirts after the current season.
- New Zealand: Laws passed last year restrict sports and racing betting advertising to TAB NZ and its partner brands. NRL clubs have worn specially made jerseys without gambling sponsors when playing in New Zealand.
- United States: Sports betting advertising has expanded significantly since its legalization in 2018.
Previous Findings on Advertising Bans
A 2019 report by the Australian Communications and Media Authority (ACMA) indicated that partial bans could lead to an increase in advertising. The report noted a 50% increase in the total volume of gambling ad spots on Australian television and radio between 2016–17 and 2018–19, following the 2017 gambling advertising restrictions during live sport.
State-Level Developments: Tasmania
Independent MLC Meg Webb is urging the Tasmanian state government to proceed with its own ban on gambling advertising in sporting venues. On December 2, 2023, the Tasmanian Legislative Council passed a motion calling for a comprehensive ban on gambling advertising and sponsorship across all state-owned venues, with a deadline of December 2026 for implementation.
Tasmanian Treasurer Eric Abetz indicated that the state government supports a "nationally consistent approach" to implementing the federal reforms by January 2027.