The Australian government recently announced a major reform targeting gambling advertisements, aimed at reducing children's exposure to gambling promotional content. Prime Minister Anthony Albanese unveiled this series of restrictive measures in response to years of public pressure and parliamentary inquiry results. Although the parliamentary inquiry had recommended a complete ban on gambling advertisements, the government ultimately opted for a more targeted set of restrictions. The new regulations will officially take effect on January 1, 2027, covering multiple channels including television, radio, online platforms, and sports venues. To be honest, the Australian government is really getting serious this time, and you won't have to be "bombarded" by gambling ads anymore when watching sports games.
Television and Radio: Restrictions during prime time, banned during school commute hours
According to the new rules, TV advertisements for gambling companies will be limited to a maximum of three per hour between 6 AM and 8:30 PM, and completely prohibited during this period for live sports events. This means that the ubiquitous "Bet Now" ads during sports events will be significantly reduced. For radio, gambling advertisements will be completely banned between 8 AM to 9 AM and 3 PM to 4 PM — the school commute times. These measures directly target the time slots when children are most likely to be exposed to media, reducing their exposure from the source.
Online Advertising and Celebrity Ban: Visible only to logged-in users over 18, sports stars no longer endorse
Online gambling advertisements will only be allowed to be shown to users who are logged in and over the age of 18, with an option to opt out of receiving advertisements. More critically, gambling operators will no longer be able to use celebrities or sports figures for endorsements. This rule directly cuts off the marketing link between gambling companies and sports stars, preventing young people from normalizing gambling due to idol worship. Additionally, gambling advertisements will be banned from appearing in sports venues as well as on the uniforms of players and referees. These three measures significantly compress the marketing space for sports betting.
Industry Reaction: Mixed responses, some call it "harsh"
The new regulations have elicited starkly different reactions. Responsible Gambling Australia CEO Kai Cantwell called these measures "too harsh," warning that it sets a "dangerous precedent" that could potentially affect the alcohol or fast food industries in the future. He emphasized the significant contributions of the gambling industry to employment, sports, and broadcasting sectors. However, Prime Minister Albanese insists that the government has found the right balance between the freedom of adults to gamble and the protection of children. "Let adults gamble if they want, but ensure that Australian children are not exposed to gambling advertisements everywhere." Communications Minister Anika Wells added that from January 1 next year, Australian families can sit down to cheer for their favorite teams without being bombarded by gambling ads. Additionally, the government plans to crack down on illegal offshore gambling, criminalize match-fixing, and restrict emerging products like online lotteries and online keno. For more global gambling regulation updates, continue to follow PASA official website.
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