Canberra – Prime Minister Anthony Albanese’s government announced sweeping restrictions on gambling advertising on Thursday, including a ban on logos appearing on sporting jerseys and within stadiums and limits on television and radio broadcasts. The measures, unveiled at the National Press Club in Canberra, represent the most significant overhaul of gambling advertising regulations in Australia’s history, according to the Prime Minister.
The new rules will cap television advertising for online betting agencies at three per hour between 6:00 am and 8:30 pm. Radio advertising will be prohibited during times when children are likely to be listening, specifically during school drop-off and pick-up hours. A ban will also be implemented on the practice of integrating betting odds into live sports commentary. The government intends to outlaw online “Keno” style games, often referred to as “pocket pokies,” and will move to block access to illegal offshore gambling websites.
“We are getting the balance right,” Albanese stated. “Letting adults have a punt if they want to, but making sure our children don’t see betting ads everywhere they look. As we don’t want kids growing up thinking that footy and gambling are inextricably linked.”
The announcement follows years of campaigning from public health advocates and anti-gambling groups, and a lengthy review process initiated under the previous parliamentary term. A comprehensive report commissioned by the late Labor MP Peta Murphy, completed shortly before her death in December 2023, recommended a complete ban on all online gambling advertising. While the government has not adopted the full ban advocated by Murphy, the current measures represent a substantial step towards curbing the pervasive influence of gambling advertising, particularly on young people.
The proposed legislation builds on existing state-level regulations. Several states, including New South Wales and Victoria, already have restrictions on gambling advertising, but these vary significantly in scope and enforcement. The federal government’s intervention aims to create a more consistent national framework.
Industry reaction has been swift. The peak body for the Australian wagering industry, Responsible Wagering Australia (RWA), expressed concerns about the potential impact of the restrictions on the sector’s viability. RWA CEO, Brent Fordham, stated that the measures would “drive customers to illegal offshore operators” and “cost the industry jobs.” Fordham also argued that the advertising restrictions would disproportionately affect sporting organizations that rely on gambling revenue.
However, advocates for stricter regulation welcomed the announcement. The Alliance for Gambling Reform, a leading anti-gambling advocacy group, described the measures as a “historic win” for public health. Tim Costello, a spokesperson for the Alliance, said the government had “finally listened to the evidence” and taken meaningful action to protect vulnerable Australians from the harms of gambling.
The government has yet to introduce the legislation to Parliament, and the details of its implementation remain to be finalized. The timing of the parliamentary debate is currently uncertain, but the government has indicated its intention to prioritize the bill in the coming months. Opposition lawmakers have signaled they will scrutinize the legislation closely, raising questions about its potential impact on the sports industry and the broader economy.
The debate over gambling advertising in Australia is likely to continue, with stakeholders on both sides preparing for a protracted battle over the future of the industry. The government’s proposed reforms represent a significant intervention in a highly contested space, and their ultimate success will depend on the ability to navigate the complex interests at play.
