The reforms, announced by Prime Minister Anthony Albanese, are due to take effect from January 1, 2027, and will limit the volume and placement of betting promotions across television, radio and online platforms.
Under the new rules, gambling advertisements on free-to-air television will be capped at three per hour between 6:00 a.m. and 8:30 p.m., with a complete ban during live sports broadcasts within those hours.
Radio advertisements will also be prohibited during school drop-off and pick-up periods, while online ads will only be permitted for logged-in users aged over 18, with an option to opt out.
The measures will also ban the use of celebrities and sports stars in gambling promotions, as well as prohibit betting-related branding at sports venues and on players’ and officials’ uniforms.
“The government is taking decisive action to tackle the community and public health concerns associated with gambling,” Albanese said.
“We’re getting the balance right here, letting adults have a punt if they want to but also making sure Australian children don’t see betting ads everywhere they look,” he added.
The package follows a 2023 parliamentary inquiry that recommended a full ban on online gambling advertising, but the government opted for a more limited approach, citing the need to balance public health concerns with the financial reliance of broadcasters and sports bodies on advertising revenue.
Gambling losses in Australia are estimated at A$34 billion annually, the highest per capita globally, with experts linking the losses to broader social harms including depression and addiction.
“Gambling addiction is a serious public health issue and this announcement represents strong reform to reduce gambling harms in Australia’s history,” Communications and Sport Minister Anika Wells said.
“Our reforms will break the connection between wagering and sport, minimize children’s exposure to wagering advertising and reduce its saturation across the internet, radio and TV channels.”
She added that families would be able to watch sport “without being bombarded by gambling advertising.” Tim Costello, chief advocate at the Alliance for Gambling Reform, said requiring users to opt out of online ads places the burden on consumers.
“Not a single parent in this country would opt in to their kids seeing gambling ads,” Costello said.
“The government should not claim they are protecting kids from gambling advertising by asking parents to opt out. The onus should be squarely on the gambling companies and the platforms.”
The changes are expected to affect major betting operators including Flutter Entertainment, owner of Sportsbet, and Entain, which operates Ladbrokes, as well as Tabcorp Holdings. Shares in Tabcorp fell 1.9% in afternoon trading, underperforming the broader market.
Albanese described the package as “the most significant reform on gambling that has ever been implemented,” adding that the rules are designed to curb what he called a “deluge of advertisements” and prevent children from associating sport with betting.
Dingnews.com 06/04/2026