Australia Unveils Partial Gambling Advertising Ban, Faces Criticism Over Scope and Timeline

Australia Announces Landmark Gambling Ad Reforms, Drawing Fire from All Sides

The new restrictions, set to take effect in 2027, represent the government’s formal response to the landmark Murphy Report into online gambling harms.

The Australian government has announced sweeping new restrictions on gambling advertising, including limits on television and radio ads, a ban on in-stadium and jersey sponsorships, and new rules for online platforms. The reforms, scheduled to take effect from January 1, 2027, are the government’s formal response to the 2023 Murphy Report into online gambling harms.

The measures have drawn criticism from crossbench MPs, health advocates, and industry groups, who argue they are either insufficient or overly restrictive.

Announced Reforms

Prime Minister Anthony Albanese has outlined the following restrictions on gambling advertising:

• Advertising on broadcast television will be limited to a maximum of three ads per hour between 6:00 AM and 8:30 PM.
• A complete ban on gambling ads will apply during live sports broadcasts within these hours.
• Radio gambling ads will be prohibited during school drop-off (8:00 AM – 9:00 AM) and pick-up (3:00 PM – 4:00 PM) times on school days.

• Gambling ads on online platforms (including social media and streaming services) will be banned unless a user has a logged-in account, is verified to be over 18, and has the option to opt-out of such advertising.
• Online keno products, described as "pocket pokies," will be banned.

• The use of celebrities and sports players in gambling advertisements will be banned.
• Odds-style advertisements targeting sports fans will be prohibited.
• Gambling advertisements will be banned in sports venues and on the uniforms of players and officials. Existing sponsorship contracts are expected to be grandfathered.

• The government will increase enforcement against illegal offshore gambling providers, requiring banks to stop payments and directing ISPs and app stores to block services.
• The BetStop national self-exclusion register will be strengthened, requiring users to reconfirm their decision to leave the register with a minimum three-month opt-in period.
• A levy on wagering companies will fund a public advertising campaign for BetStop.

Background and Timeline

The reforms respond to the June 2023 parliamentary inquiry into online gambling harm, chaired by the late Labor MP Peta Murphy. The inquiry's report, titled "You win some, you lose more," made 31 recommendations, including a phased, comprehensive ban on all gambling advertising across all media platforms and the establishment of a national gambling regulator.

Prime Minister Albanese first announced the new measures in a speech at the National Press Club. The government formally tabled its response to the Murphy report on May 12. The government has stated that legislation to enact the measures will be developed, with the reforms scheduled to commence on January 1, 2027.

Reactions and Criticism

• Coalition: Shadow Communications Minister Sarah Henderson stated the Opposition has concerns about the draft legislation and is working through the details. Some Coalition MPs described the reforms as insufficient. The Opposition proposed a Senate inquiry into the bill.
• Greens: Communications spokeswoman Sarah Hanson-Young described the reforms as insufficient and stated she would push for stronger policies and a Senate inquiry.
• Independent MPs: Senator David Pocock called the reforms "smoke and mirrors" and "hugely disappointing," arguing they would not reverse the normalization of gambling in sport. MP Kate Chaney described the package as "tinkering around the edges," "feeble half measures," and a "fake compromise." MP Andrew Wilkie accused the government of prioritizing commercial interests over public interest.

• The Australian Medical Association (AMA) stated that anything less than a comprehensive ban would continue to expose Australians, particularly children, to gambling promotion.
• Professor Mike Daube from Curtin University criticized the government's consultation process, stating he and colleagues received only three days' notice and a 45-minute briefing to review the legislation.
• Professor Samantha Thomas from Deakin University said the consultation process was marred by "poor consultation" and a "lack of transparency."
• Tim Costello, chief advocate for the Alliance for Gambling Reform, described the response as "timid."

• Responsible Wagering Australia (RWA): Chief executive Kai Cantwell expressed "deep disappointment," calling the measures "draconian" and warning they could set a "dangerous precedent." RWA stated the announcement was made without prior consultation.
• Free TV Australia: The lobby group representing major television companies expressed concern that the reforms could reduce revenue for advertiser-funded news and sports content. CEO Bridget Fair called for mitigation measures, including removing the commercial broadcasting tax.
• SportsBet: The online bookmaker described the reforms as "severe and far-reaching." The company expressed concern that strict restrictions could drive Australians towards illegal offshore operators, which offer no consumer protections or tax contributions.

State-Level Considerations

Tasmanian independent MLC Meg Webb has urged the Tasmanian state government to proceed with its own ban on gambling advertising in sporting venues. The Tasmanian Legislative Council passed a motion in December 2023 calling for a comprehensive ban by December 2026. Tasmanian Treasurer Eric Abetz stated the government supports a "nationally consistent approach" in line with the federal timeline.

Potential Impact on Sports Leagues

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

• Five NRL teams and four AFL clubs currently have gambling-related sponsorships.
• The new regulations will phase out gambling branding on jerseys and in stadiums, though some existing contracts are grandfathered.
• Sportsbet has stated its existing partnership with the AFL is not expected to be affected by the reforms.