Australia’s federal government has announced a package of gambling reforms, targeting advertising, protecting youngsters and curbing offshore operators. These have included capping TV ads and introducing watersheds for gambling ads during times when children could be listening or watching.
Announced on Thursday by Prime Minister Anthony Albanese alongside Ministers Tanya Plibersek and Anika Wells, the sweeping measures aim to reduce harm to children and vulnerable Australians.
These changes will come into effect on 1 January 2027, signalling a major shift in how gambling is advertised and regulated nationwide.
Caps, age restrictions and ban on ads in sport venues
Televised gambling advertisements will be capped at a maximum of three per hour during the hours of 6.00am to 8.30pm, and entirely banned during live sports broadcasts in that same time window.
The government wil also prohibit radio advertising during critical parental times, specifically during school drop-off and pick-up periods, between 8.00am to 9.00am and 3.00pm to 4.00pm.
Additionally, gambling ads on digital platforms will be banned unless users are logged in, aged over 18 and are provided with an option to opt out of seeing them. A ban on celebrities and sports players appearing in gambling ads will also be introduced.
The reforms also stretched to the world of sports. The government will ban gambling advertisements inside sports venues and on players’ and officials’ uniforms. “Odds-style” advertising, which targets sports fans will also be prohibited.
The package includes a crackdown on harmful online lottery products, banning online “pocket pokies” (such as online keno) and criminalising match-fixing with consistent laws across all Australian states.
There is also a commitment to stronger enforcement against illegal offshore gambling providers.
In terms of protective measures, BetStop, the national self-exclusion register, will be further strengthened following its statutory review. Meanwhile, financial counselling services for gambling-related harm will be increased.
Reforms ‘strongest in Australian history’
Prime Minister Albanese framed the gambling reforms as striking a necessary balance between adult freedom to gamble and protecting children from ubiquitous advertising exposure.
“We are letting adults have a punt if they want to but also making sure Australian children don’t see betting ads everywhere they look,” he said, further warning against children associating football with gambling.
Minister Tanya Plibersek highlighted the social costs of gambling. She specifically linked problem wagering to issues such as family and domestic violence.
“Every Australian knows someone hurt by gambling. Gambling harm doesn’t just hurt individuals – it can have a devastating impact on families and communities,” she said in the statement outlining the reforms.
“Gambling is increasingly recognised as a contributing factor in domestic violence. Young men are particularly vulnerable to gambling harm.
“These reforms will put the welfare of young Australians first and play a critical role to help prevent family and domestic violence.”
Minister Anika Wells described the reforms as the “strongest in Australia’s history”.
“From 1 January next year Australians will be able to sit down with their families and cheer on their favourite team without being bombarded by gambling advertising,” she said.
The colourful life of Murphy’s Law
The announcement concludes years of mounting public and political pressure to address the saturation of gambling promotion in Australia.
In 2023, the late MP Peta Murphy tabled an amendment to the Interactive Gambling Act 2001, which included a ban on gambling advertising.
The proposal began to flesh out a “ban on the broadcast, datacast and publication of licensed interactive wagering services”. It had 31 recommendations for reform.
“Murphy’s Law” experienced years of speculation and delays, with rumours first sprouting of a watered down version of the bill back in August 2024.
Ministers later suggested a blanket ban on gambling advettising would not be beneficial, but this was met with scrutiny.
Albanese stressed in an address to parliament in September 2024, that his government was consulting all sides as it formulated regulatory plans, although he made it clear he was not in favour of banning gambling altogether. “I do not believe that the state has an absolute right to determine the behaviour of individuals across the board,” he said.
Despite stating that gambling advertising around sport was too prevalent, the Australian prime minister was not quick to oultine these reforms, which have come almost three years after first being proposed by Murphy.
The government initially pushed the deadline back to 2025 and speculation grew on the contents of the reforms.
To add to the contention, the Green Party filed a blanket gambling ad ban to the Senate in October of 2024.
“Such a ban has been recommended time and time again by experts and there is wide public support. It is what the community expects,” the bill read.
RWA hits back at ‘draconian measures’
The reforms necessitate amendments to broadcasting and advertising codes, digital platform compliance and harmonisation of criminal laws across states. Such legislative complexity is likely to provoke legal challenges.
Many have already hit back against the reforms. Responsible Wagering Australia (RWA), expressed disappointment that the government had failed to seek consultation over its “draconian measures” of the reform, it said in a statement on Thursday.
“We acknowledge advertising levels were too high in the past but we’ve listened and we’ve acted by taking steps to significantly reduce the total volume of ads” said Kai Cantwell, CEO of RWA.
“But this announcement, with no heads up and no genuine consultation, is a real kick in the guts for the industry.”
Sporting organisations face financial impacts from the bans on venue and uniform advertising. The prohibition of celebrity endorsements and odds-style ads limits marketing strategies developed since the rise of online betting.
The legislation supporting these reforms will be introduced to parliament in May.
Kathryn Evans
Kathryn covers bitesize breaking news with a primary focus on EMEA and US legislation. A proud North Walian, fluent Welsh speaker and lifelong Wrexham FC fan – long before Hollywood came calling.
Original article: https://igamingbusiness.com/sustainable-gambling/problem-gambling/australian-landmark-gambling-reforms-three-years-after-the-murphys-report/
