Gambling advertising restrictions reshape Australia’s betting market
Table of contents
- The Australian government will ban gambling advertising during live sports broadcasts on TV between 6am and 8.30pm from 1 January 2027.
- Celebrities and professional athletes will be prohibited from appearing in betting promotions, and gambling branding will be removed from sports venues and player uniforms.
- Online gambling ads will only be permitted for logged-in users aged over 18 who have not opted out.
Prime Minister Anthony Albanese has announced what he described as the most significant gambling reform in Australian history, unveiling a sweeping package of advertising restrictions that will reshape how betting is marketed to consumers nationwide.
The reforms restrict gambling advertising on broadcast television to no more than three ads per hour between 6am and 8.30pm, with a complete ban during live sport broadcasts within those hours.
Radio ads will be prohibited during school drop-off and pick-up windows, 8am to 9am and 3pm to 4pm, to limit children’s exposure.
Legislation is expected to be introduced when parliament returns in May, with all measures taking effect from 1 January 2027.
Broad scope of changes
The package extends well beyond broadcast restrictions. The use of celebrities and sports stars in gambling promotions will be banned outright, alongside gambling branding at sports venues and on the uniforms of players and officials.
Online gambling ads will be prohibited across digital platforms unless a user is logged in, verified as over 18, and has not opted out of such content. The government also announced a crackdown on harmful online lottery products and a ban on online keno ‘pocket pokies.’
The reforms are likely to weigh most heavily on major operators. Flutter Entertainment, owner of Sportsbet, the most popular betting app in Australia, and Entain, owner of Ladbrokes, face significant marketing constraints under the new framework.
The Australian Communications and Media Authority has already demonstrated an appetite for enforcement action in the market, having blocked unlicensed offshore operators earlier this year.
Tanya Plibersek, Minister for Social Services, said:
“Every Australian knows someone hurt by gambling. Gambling harm doesn’t just hurt individuals — it can have a devastating impact on families and communities. We’re making sure a new generation of kids don’t grow up thinking having a punt is a vital part of enjoying sport.”
Falling short of a total ban
The reforms have drawn criticism from advocacy groups who argue the government has not gone far enough. Tim Costello, chief advocate at the Alliance for Gambling Reform, challenged the online opt-out model, saying:
“Not a single parent in this country would opt in to their kids seeing gambling ads.”
The government’s own 2023 parliamentary inquiry had recommended a complete ban on gambling advertising online. The new package stops well short of that, reflecting the commercial weight of the gambling sector as a major contributor to free-to-air television and sports revenue.
Australia has the highest per-capita gambling losses globally. In the 2022-23 fiscal year, Australians lost A$31.5bn on gambling, averaging roughly A$1,527 per person.
Albanese defended the scope of the package, calling it “the most significant reform on gambling that has ever been implemented” and arguing it struck the right balance between adult freedoms and child protection.
Operators including Tabcorp have been navigating a tightening compliance environment in Australia for some time, with the wagering giant also subject to enforcement action over illegal in-play betting in recent years.
What’s next
The 1 January 2027 implementation date gives major sporting codes, including the Australian Football League (AFL) and the National Rugby League (NRL), a buffer period to renegotiate sponsorship arrangements and comply with the new venue and uniform rules. Legislation is expected to be tabled in May.
For operators, the restrictions will demand a fundamental rethink of customer acquisition strategies in a market that has long relied on live sport as its primary advertising vehicle.
The ban on celebrity and athlete endorsements will require structural changes to campaign planning across the sector. Alongside the advertising crackdown, the government confirmed it will boost enforcement against illegal offshore gambling providers.
A separate money laundering case involving former executives at Star Entertainment shows the broader governance pressures facing the Australian gambling industry.
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