Prime Minister Anthony Albanese has revealed a partial crackdown on gambling advertising, introducing new restrictions to reduce children’s exposure to betting promotions.
The reforms include a cap of three gambling ads per hour on television between 6am and 8.30pm, alongside a ban on radio advertising during school drop-off and pick-up times.
New limits across media
Under the plan, gambling ads will also face tighter restrictions across digital platforms.
Advertising on social media and streaming services will only be permitted if users are logged in, over 18 and given the option to opt out.
The reforms will also eradicate the use of celebrities and athletes in gambling promotions, prohibit odds-style ads targeting sports fans, and remove gambling branding from sports venues and player uniforms.
Albanese described the package as “the most significant reform on gambling that has ever been implemented”.
“We are getting the balance right… making sure that our children don’t see betting ads everywhere they look,” he said.
Long-awaited response
The announcement comes more than 1,000 days after the release of the landmark You Win Some, You Lose More report, led by late Labor MP Peta Murphy.
The inquiry made 31 recommendations, including a phased total ban on online gambling advertising across TV, radio, digital and sport.
Albanese confirmed the government will deliver its full response to the Murphy review – a parliamentary investigation into online gambling harm – when parliament returns in May.
The reforms have drawn strong criticism from the gambling sector.
Kai Cantwell
Kai Cantwell, Chief Executive Officer of Responsible Wagering Australia, described the measures as “draconian”.
“This announcement… is a real kick in the guts for the industry,” he said, warning it could set a precedent for further advertising restrictions across other sectors.
Critics say reforms fall short
At the same time, health groups and independent MPs argue the changes do not go far enough.
Independent MP Kate Chaney labelled the reforms “tinkering around the edges”, suggesting they prioritise industry certainty over harm reduction.
Senator David Pocock said the proposal risks shifting advertising to less-regulated channels.
“At first blush, these reforms will lead to more ads on social media, streaming services and podcasts,” he said.
Liberal MP Simon Kennedy also described the announcement as “overdue and underwhelming”.
The Australian Medical Association has called for stronger action, warning that partial measures will continue to expose Australians to gambling harm.
“Anything less than a comprehensive ban will continue to expose Australians – especially children – to relentless gambling promotion,” said vice-president Julian Rait.
Broadcast deals in the firing line
The reforms are also expected to have a Jenga-like effect across Australia’s sports media rights market, with betting advertising a key revenue stream underpinning broadcast deals.
Peter V’landys
The timing is particularly sensitive for the Australian Rugby League Commission, with chairman Peter V’landys pursuing what has been described as the biggest media rights deal in Australian sport.
V’landys is targeting a five-year agreement worth at least $4 billion for the NRL, aiming to surpass the Australian Football League’s $4.5 billion broadcast deal signed in 2022.
However, with negotiations expected to be finalised before July for a deal commencing in 2028, the introduction of gambling ad restrictions could complicate valuations.
Main image: Anthony Albanese