After much deliberation, a new era is finally set to commence in Australian gambling, as the government implements a long-awaited legislative overhaul.
The reforms from the Albanese Government will see a significantly tighter framework on gambling advertisement, restricting or outright banning when and where they can appear across the country’s multimedia and social platforms.
New gambling advertising rules will come at the same time as a crackdown on certain products and illegal offshore operators, as well as improve enforcement action and support surrounding self-exclusion and financial counselling.
Prime Minister Anthony Albanese had previously been hesitant to implement a gambling advertising ban. However, it now appears he’s ready to introduce one to make ‘the balance right’ in the Australian gambling market.
Albanese stated: “The Government is taking decisive action to tackle the community and public health concerns associated with gambling.
“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. What we don’t want is kids growing up thinking that footy and gambling are the same thing.”
Australia’s gambling ad ban legislation
Being implemented from 1 January next year, the legislation outlines a gambling advertising restriction on broadcast TV to “no more than three ads each hour between 6am and 8.30pm, with a complete ban during live sport broadcasts within those hours”.
Gambling ads will also be banned from:
- Appearing on Radio stations during school drop-off and pick-up times (8am to 9am and 3pm to 4pm).
- Appearing on online platforms, unless a person is logged in, over 18 and has an option to opt out of such adverts.
- Using celebrities, sports players and odds-style ads targeting sports fans.
- Appearing in sports venues and on the uniforms of players and officials.
Additional legislation to complement the gambling advertising action includes:
- Crackdown on harmful and emerging online lottery products, as well as banning online keno “pocket pokies”.
- Make match-fixing criminal offences consistent across Australia, improving sport integrity.
- Stronger enforcement against illegal operators.
- Bolster BetStop, the national self-exclusion register, following the recent statutory review
- Expand financial counselling support for gambling and work to increase public awareness of online gambling harms.
- The Government will develop legislation to implement these measures, with reforms to begin from 1 January 2027.
Anika Wells, Minister for Communications and Minister for Sport, added: “Gambling addiction is a serious public health issue and this announcement represents strong reform to reduce gambling harms in Australia’s history.
“From 1 January next year, Australians will be able to sit down with their families and cheer on their favourite team without being bombarded by gambling advertising.
“Our reforms will break the connection between wagering and sport, minimise children’s exposure to wagering advertising and reduce its saturation across the internet, radio and TV channels.
“Australian parents, families and sports fans have been calling for action, and we thank all those involved for their continued engagement and advocacy as we’ve worked continuously to get the settings balanced and right.”
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