"The most significant gambling reforms ever implemented in Australia." – Prime Minister Anthony Albanese

Australia Unveils Landmark Gambling Ad Reforms, but Critics Call Them "Timid"

The Australian government has announced a package of reforms to restrict gambling advertising, responding to a 2023 parliamentary inquiry led by the late Labor MP Peta Murphy. The measures, scheduled to take effect from January 1, 2027, include limits on television and radio advertising, bans on certain types of promotions, and prohibitions on gambling branding in sports venues.

The government has not adopted the inquiry's recommendation for a comprehensive ban on online gambling advertising or the establishment of a national regulator.

Background

The reforms follow the June 2023 publication of the "You Win Some, You Lose More" report by a federal parliamentary committee chaired by the late Labor MP Peta Murphy. The report contained 31 recommendations, including a phased comprehensive ban on all online gambling advertising, a prohibition on inducements, and the creation of a national regulator and ombudsman.

The government's response was tabled on May 12, 2026, more than 1,000 days after the report's publication. Prime Minister Anthony Albanese announced the policy at the National Press Club on April 1, prior to the Easter long weekend and before the federal budget.

Advertising Restrictions

The reforms introduce the following restrictions on gambling advertising:

Broadcast Television

• A maximum of three gambling advertisements per hour between 6:00 AM and 8:30 PM
• A complete ban on gambling ads during live sports broadcasts within these hours
• Ads remain permitted after 8:30 PM during scheduled breaks (e.g., half-time) and unscheduled breaks (e.g., weather delays)

Radio

• Gambling advertisements prohibited during school drop-off (8:00 AM-9:00 AM) and pick-up (3:00 PM-4:00 PM) times

Online Platforms

• Gambling ads banned unless users have a logged-in account, are verified to be over 18, and have the option to opt out
• Platforms may remove Australian access to sports podcasts that include gambling ads

Content and Placement

• Ban on the use of celebrities and sports players in gambling advertisements
• Ban on odds-style advertisements targeting sports fans
• Prohibition of gambling advertisements in sports venues
• Prohibition of gambling branding on players' and officials' uniforms

Exemptions

• The restrictions apply to horse, harness, and greyhound racing, with exemptions for dedicated racing and wagering channels

Additional Government Actions

Beyond advertising restrictions, the government announced several other measures:

• Stricter regulation of harmful online lottery products
• Ban on online keno products, referred to as "pocket pokies"
• Standardization of match-fixing criminal offenses across Australia
• Increased enforcement against illegal offshore gambling providers
• Requirement for banks to stop payments to illegal offshore gambling operators
• Requirement for ISPs and app stores to block illegal gambling services
• Strengthening of BetStop, the National Self-Exclusion Register, including a mandatory three-month minimum opt-in period and reconfirmation required to leave
• Expansion of financial counselling support for gambling-related issues
• Increased public awareness campaigns about online gambling harms

Impact on Sports Leagues

The reforms are expected to affect major Australian sports organizations, including the National Rugby League (NRL) and the Australian Football League (AFL), which maintain partnerships with sports betting operators.

Five NRL teams currently display sports betting signage on their jerseys: Wests Tigers, Sydney Roosters, Penrith Panthers, Newcastle Knights, and the Dolphins. Some clubs have recently reduced visible links with wagering entities.

Four AFL clubs have sponsorships with gambling companies: Brisbane Lions (TAB), Giants (Unibet), Dockers (TABtouch), and West Coast (Crown Perth). These clubs do not feature gambling advertising on their playing jumpers.

Sportsbet holds a seven-year, approximately $100 million wagering partnership with the AFL set to begin in 2025. The company stated this agreement will not be affected by the reforms, having already removed in-stadia advertising at the MCG and Marvel Stadium.

Cricket Australia, which displays Bet365 advertising during international matches, will also be subject to these changes. Horse racing is expected to receive an exemption due to its connection to betting.

Reactions

Government Officials

• Prime Minister Anthony Albanese stated the reforms balance adult choice with protecting children from betting advertisements, describing them as "the most significant gambling reforms ever implemented in Australia"
• Communications Minister Anika Wells said the changes would "minimise" children's exposure to wagering advertising and "break the link" between sports and gambling
• Minister for Social Services Tanya Plibersek highlighted the goal of preventing a new generation from linking sport with gambling
• Federal Health Minister Mark Butler defended the government's response

Advocacy Groups

• Tim Costello, chief advocate for the Alliance for Gambling Reform, described the response as "timid" but acknowledged the recognition of the need to protect children from gambling harm
• Alliance for Gambling Reform CEO Martin Thomas said reforms would not stop children being targeted online via social media and gaming apps
• Alliance for Gambling Reform's Mark Kempster expressed disappointment

Politicians

• Independent MP Andrew Wilkie accused the government of prioritizing commercial interests over public interest and abandoning unanimous recommendations
• Independent MP Kate Chaney called the response "big on talk, small on substance" and "feeble half measures"
• Independent Senator David Pocock labeled the reforms "smoke and mirrors," arguing children will still see ads during live games after 8:30 PM
• Greens Senator Sarah Hanson-Young stated the proposal did not go far enough and advocated for a full ban
• Liberal MP Simon Kennedy described the announcement as "underwhelming"
• Shadow Finance Minister Clare Chandler questioned the timing of the response on budget day
• Opposition Communications spokeswoman Sarah Henderson accused the government of burying the response on budget day
• Tasmanian Independent MLC Meg Webb urged the Tasmanian state government to proceed with its own earlier timeline for a ban on gambling advertising in sporting venues

Industry

• Kai Cantwell, CEO of Responsible Wagering Australia, expressed disappointment, calling the measures "draconian" and introduced without consultation. He noted the sector's contribution of nearly $6 billion to the Australian economy and support for approximately 30,000 jobs
• Free TV, representing major Australian TV companies, voiced concerns about potential revenue impact on advertiser-funded services and called for mitigation measures
• SportsBet described the reforms as "severe and far-reaching" and expressed concern that overly broad restrictions could encourage Australians to use illegal offshore operators

Other

• Rod Glover, husband of Peta Murphy, stated his wife would have been "proud" of the government's progress
• The Australian Medical Association (AMA) vice-president Julian Rait stated that anything less than a comprehensive ban would continue to expose Australians to gambling promotion
• Labor MP Louise Miller-Frost expressed enthusiasm for the announcement

Previous Research

A 2019 report by the Australian Communications and Media Authority (ACMA) found that partial bans on gambling advertising during live sport, established in 2017, resulted in a 50% increase in total gambling ad volume on Australian television and radio between 2016-17 and 2018-19.

Implementation Timeline

The government plans to develop legislation to enact these measures, with the reforms scheduled to commence from January 1, 2027. Prime Minister Albanese stated the government will table a formal response to the Murphy report in parliament on May 12.