Australia is preparing to tighten its grip on gambling advertising, following years of growing public concern over how deeply betting promotions have become embedded in everyday life — especially around sport. The government has unveiled a series of new restrictions aimed at reducing exposure, particularly for younger audiences. While the reforms stop short of a full ban, they represent one of the most significant attempts yet to reshape how gambling is marketed across television, online platforms, and live sports.
Under the proposed changes, gambling ads will face stricter limits across multiple channels.
Television advertising will be capped during daytime and evening hours, with a maximum number of ads allowed per hour. At the same time, live sports broadcasts — where betting promotions have become almost unavoidable — will see tighter controls, including outright bans during key viewing periods.
The crackdown also targets the use of public figures. Celebrities and athletes will no longer be allowed to promote gambling services, a move designed to reduce the appeal of betting platforms among younger audiences.
Online advertising will also be restricted, with operators required to ensure that ads are shown only to logged-in users verified as adults.
In addition, gambling branding will be removed from certain physical spaces, including sports venues and team merchandise—a shift that could significantly alter the visual landscape of major sporting events in Australia.
Australia has long been identified as one of the countries with the highest gambling losses per person globally.
Over time, critics have argued that the sheer volume of advertising — especially during sports — has normalized betting to an unhealthy degree.
Public health groups have pushed for stronger action, warning that constant exposure increases the risk of addiction and financial harm. Many have pointed to the growing presence of gambling ads during family viewing hours as a particular concern.
The government’s response reflects this pressure, aiming to strike a balance between protecting consumers and avoiding a total ban on advertising.
The announcement has drawn mixed reactions from across the debate.
The gambling industry has described the measures as extremely strict, warning that they could have a major impact on operators and broadcasters that rely heavily on advertising revenue.
On the other hand, advocacy groups argue the reforms don’t go far enough. Some had called for a complete ban on gambling advertising, similar to restrictions seen in tobacco promotion.
As a result, the new rules sit somewhere in the middle — tougher than before, but still leaving room for gambling ads to exist under controlled conditions.
The changes are expected to take effect in the coming years, perhaps as early as 2027, giving broadcasters, sports organizations, and betting companies time to adapt.
If implemented as planned, the reforms could significantly reshape how gambling is presented in Australia — particularly during major sporting events, where ads have traditionally played a dominant role.
For now, the move signals a clear shift in direction: less visibility, tighter rules, and a growing focus on responsible promotion.
