Australian Prime Minister announces changes to gambling advertising laws
Prime Minister Anthony Albanese has announced sweeping reforms to Australia’s gambling laws, targeting advertising, online products and offshore operators in a major policy shift announced at the National Press Club.
In a keynote address, Albanese said the government would “build on the reforms we have already delivered to combat gambling harm”, outlining strict new limits across multiple platforms.
MORE: Gambling in Australia
Under the proposal, television betting ads will be capped at three per hour between 6am and 8.30pm, while gambling advertising will be banned on radio during school drop-off and pick-up times. The government will also prohibit cross-promotion blending commentary with odds, end gambling branding on jerseys and stadiums, and restrict online ads to verified adults with opt-out controls.
The reforms also include blocking illegal offshore gambling sites and banning online keno-style “pocket pokies”.
The announcement builds on recommendations from the late Peta Murphy’s landmark inquiry into online gambling, which called for tighter restrictions amid rising harm.
The proposals are expected to face resistance from media companies and sporting bodies, including the Australian Football League and National Rugby League, which rely heavily on gambling advertising revenue. Major publishers, including News Corp Australia, also maintain commercial ties to wagering through platforms such as Punters and Racenet, while much of their network has gambling advertising.
Industry tensions have already surfaced, with reports in the Australian Financial Review noting that Sportsbet has purchased advertising inventory at venues like Marvel Stadium and left signage blank to block competitors.
Albanese said the reforms strike a balance between allowing adults to gamble and protecting children from pervasive advertising, adding: “We don’t want kids growing up thinking that footy and gambling are inextricably linked.”
The ALP has previously made several announcements about gambling policy, but have been very slow in implementing changes, despite some of the Murphy Report having bipartisan support.
While Albanese has made policy announcements, many in the industry remain gobsmacked that Australia is yet to regulate online casinos and poker, with this void creating one of the biggest illegal gambling markets in the world.
