A new multi-stakeholder campaign has been launched in Australia which demands that the government takes action on “tightening advertising of unhealthy products” – the gambling industry in particular has been placed in the spotlight.
The nationwide initiative, titled “Give Us an Ad Break”, has been launched by the Foundation for Alcohol Research and Education (FARE) and has already received “the backing of more than 130 organisations and public health leaders spanning health, sport, research and social services.”
FARE is urging federal ministers to support the introduction of a Harmful Products Marketing Act – legislation that would impose clear legal limits on when, where and how harmful products can be advertised, particularly in environments where children may be exposed.
Its proposal is modelled on Australia’s tobacco advertising framework and seeks to curb the visibility of gambling, alcohol and unhealthy food promotions across broadcast, digital and outdoor media.
Campaign organisers have argued that the current fragmented regulatory environment of Australian states is open to interpretation from the gambling industry, allowing companies to determine how and where marketing appears despite growing concerns over public health harms.
Polling cited by the campaign has highlighted strong public backing for reform as “four in five Australian adults support reducing advertising for gambling, alcohol and unhealthy foods”.
Explaining the rationale behind the initiative, FARE said that the saturation of advertising – in particular, gambling ads across sports broadcasts, digital platforms and social media – has normalised exposure to harmful products.
Ayla Chorley, Chief Executive Officer of FARE, said: “Australians including children face constant marketing pressure across everyday media environments.
“Whether browsing online, scrolling your feed or watching sport, Australians, including children, are constantly exposed to ads for harmful products like alcohol,” Chorley said, adding that there is “resounding community support for putting common sense limits on how these multi-million dollar companies can promote their products.”
Among the organisations backing the campaign is the Alliance for Gambling Reform , which has repeatedly warned about the social harms associated with Australia’s gambling market – the world’s highest on a per-capita loss basis.
Martin Thomas, Alliance leader, noted: “Gambling losses in Australia, which are the world’s highest per capita, not only have a financial impact but unleash immense social harm each day across our communities.
“These companies sell an idealised and glamourised experience because showing the reality wouldn’t make them money. But when products are harmful, the result is just that: harm.
“We’re calling on the government to step up and implement legislation that gives Aussies a fair go. Australia has led the way before; let’s do it again.”
2026: Take it away from Labor
Despite the campaign continuing to gain traction with the public, both FARE and the Alliance for Gambling Reform recognise that the definitive solution rests with the current Labor government.
Reforms that propose a three-year phased ban on all gambling advertising were submitted to parliament in 2024 by Peta Murphy. However, the mandate was rejected by Prime Minister Anthony Albanese prior to it being signed off.
A late change of position saw media reports suggest that Albanese would instead propose a “watered-down resolution” to cap gambling adverts during sports broadcasts. The proposal never materialised following a significant split within Labor ranks.
Meanwhile, safer gambling developments have seen the Australian Communications and Media Authority (ACMA) present new plans to expand the BetStop national self-exclusion register as the principal consumer protection measure for gambling in Australia.
However, ACMA noted that prioritising BetStop protections would require changes to Australia’s gambling advertising framework – reforms that have yet to be defined.
Pressure is therefore mounting on Albanese and the Labor government to show their hand on gambling advertising reforms.
The Alliance for Gambling Reform has called on Labor MPs and opposition ministers to take the measure out of the Prime Minister’s hands, warning that 2026 represents a make-or-break year for reform as more than 600,000 Australians are estimated to be at high risk of problem gambling.
