Australia’s new gambling advertising reforms: Key Takeaways

The Australian Government has announced a package of gambling reforms, which focus on limiting gambling advertising, strengthening enforcement against unlawful operators, and expanding consumer protections.

These reforms follow the 2023 parliamentary inquiry into online gambling and its impacts on those experiencing gambling harm and the following report "You win some, you lose more" (Report). The Report found that Australians experience the highest per capita gambling losses in the world and that the pervasiveness of gambling advertising, particularly in connection with sport, may normalise gambling and contribute to gambling-related harm. The Report made 31 recommendations aimed at reducing online gambling harm, including a key recommendation for a phased, comprehensive ban on all online gambling advertising to be implemented within three years.

The Australian Government’s announced reform package is not as broad as the Report and does not implement all 31 recommendations of the Report, including the proposed comprehensive advertising ban.

It is anticipated that the reforms will reduce exposure to gambling advertising by:

• limiting the number of gambling advertisements on free‑to‑air television to a maximum of three advertisements per hour between 6.00 am and 8.30 pm;
• prohibiting gambling advertisements during live sport broadcasts between 6.00 am and 8.30 pm;
• prohibit gambling advertising on radio during school drop off and pick up times (weekdays between 8.00 am – 9.00 am and 3.00 pm – 4.00 pm);
• restricting online gambling advertising so that advertisements can only be displayed to logged‑in users who are over 18 and who have not opted out of gambling advertising;
• prohibiting the use of celebrities and professional athletes in gambling advertisements;
• prohibiting the use of odds‑style advertising in gambling advertising; and
• prohibiting gambling advertising at sporting venues and on players’ and officials’ uniforms.

In addition to advertising restrictions, the Government has indicated its intention to:

• crack down on emerging online lottery products, including banning online keno-style “pocket pokies”;
• align match fixing offences across Australian states and territories to improve the integrity of Australian sport;
• increase enforcement action against illegal offshore gambling providers;
• strengthen BetStop, the National Self Exclusion Register, following a recent statutory review; and
• expand access to financial counselling services for gambling and increase public awareness of online gambling harms.

Legislation will be developed to implement these measures, with reforms expected to commence from 1 January 2027.

Early indications of the reforms’ practical impact are already emerging, with media reports indicating that some Australian professional sporting clubs will need to remove gambling sponsors from their jerseys in response to the announced ban on gambling advertising on player uniforms and within stadiums. More broadly, the package signals tighter regulation, a stronger enforcement focus, and higher expectations around consumer protection and advertising compliance across the sector.