Gambling reform body attacks ‘weak’ Australian ad crackdown
The Alliance for Gambling Reform has criticised Australia’s proposed new gambling advertising laws, arguing a deal between the Albanese Government and the Coalition falls well short of the sweeping restrictions recommended by the landmark Murphy inquiry.
The federal government has secured bipartisan support for its Interactive Gambling Amendment (Gambling Reform) Bill, clearing the way for new restrictions on wagering advertising across television, radio and online platforms.
Amendments agreed with the Coalition will also place restrictions on inducement-based marketing and establish a Wagering Advertising Opt-out Register, administered by the Australian Communications and Media Authority (ACMA).
Alliance for Gambling Reform Chief Advocate Tim Costello said the additional measures did not go far enough.
“The reforms that will now go through the Federal Parliament are cosmetic over substance and reflect the major party’s intent to prioritise power, money and vested interests over the welfare of Australians who lose more to gambling than any other country on the planet on a per capita basis,” Costello said.
Under the proposed changes, wagering providers will face limits on inducement-based direct marketing and social media advertising to customers considered at risk of gambling harm.
Operators will also have new obligations to identify at-risk customers, while certain commission-based referral arrangements will be prohibited and additional record-keeping and compliance requirements introduced.
The proposed ACMA register would provide a central mechanism through which Australians could opt out of receiving wagering advertising from online content service providers.
Costello questioned the effectiveness of that approach, pointing to the comparatively low take-up of existing voluntary gambling safeguards.
“2.86 million Australians are experiencing gambling harm, but only 60,000 people have signed up to BetStop. Only 0.01 per cent of users opted out of gambling ads on SBS,” he said.
“An opt-out register will not be effective in preventing harm, and it is not what Australians are calling for.”
The broader legislation would also introduce a daytime cap on television gambling advertising, allowing up to three ads per hour between 5am and 8.30pm, while tightening restrictions around live sporting broadcasts.
However, the package stops well short of the recommendations made by the 2023 parliamentary inquiry chaired by the late Labor MP Peta Murphy.
That inquiry produced 31 recommendations, including a phased ban on all gambling advertising across broadcast and online media, a ban on inducements, the creation of a national gambling regulator and a greater public-health focus on gambling harm.
The Alliance said the bipartisan compromise represented a missed opportunity to implement those recommendations.
CEO Martin Thomas was particularly critical of the continued exposure of children to gambling marketing, arguing digital advertising and social media had created new avenues for wagering companies to reach younger audiences.
“The evidence shows that underage kids as young as 14 are being targeted through social media to download gambling apps, and betting ads are appearing in children’s games and increasingly popular online games are including gambling-type functions,” Thomas said.
“Our kids are also exposed to a tsunami of gambling ads on television and through the sports broadcasts.”
The Alliance cited Australia Institute research estimating more than 600,000 Australians aged between 12 and 17 were gambling and collectively wagering more than $18 million annually.
Despite its criticism, the legislation would represent a significant change to the rules governing gambling advertising and direct marketing in Australia, while also strengthening measures aimed at illegal gambling services and regulatory enforcement.
The bill is expected to pass the Senate with the support of both major parties.
