Australia’s government has announced significant reforms to gambling advertising aimed at safeguarding children from exposure to betting ads. These changes, revealed by Prime Minister Anthony Albanese, come after years of growing public pressure and a parliamentary inquiry into gambling’s impact. While the inquiry had recommended a full ban on gambling ads, the government has instead introduced a package of targeted restrictions.

New Advertising Restrictions and Timeline

Starting on January 1, 2027, gambling-related advertisements will face stringent new guidelines. Among the most notable changes, television ads from betting agencies will be capped at three per hour between 6 a.m. and 8:30 p.m., with a total ban during live sports broadcasts within those hours. This marks a major shift in the way gambling advertising is handled during prime viewing times, especially during sports events, which are typically a hotbed for such promotions.

Moreover, gambling ads will be prohibited on the radio during school pick-up and drop-off times—between 8 a.m. and 9 a.m. and 3 p.m. and 4 p.m. These restrictions aim to reduce children’s exposure to gambling-related content during key parts of their day. Additionally, online gambling advertisements will only be permitted for logged-in users over 18, with an option to opt-out of receiving ads.

As part of the new regulations, gambling operators will no longer be allowed to feature celebrities or sports figures in their ads. This is a direct response to concerns that these high-profile personalities can normalize gambling, especially for young audiences. Furthermore, gambling advertisements will be banned in sports venues and from appearing on the uniforms of players and officials, marking a significant step in reducing the saturation of gambling-related content in professional sports.

The Australian government has also outlined plans to tackle emerging gambling threats, including harmful online lottery products and the popular game of online keno. The proposed reforms aim to increase enforcement against illegal offshore gambling operations, although the specifics of this crackdown remain unclear. Match-fixing will also be made a criminal offense, adding further safeguards for both consumers and the integrity of sports events.

Reactions from the Industry

The reforms have garnered a mixed response. While some praise the government’s efforts to protect children and reduce gambling harm, others, particularly in the gambling industry, argue that these changes may be too restrictive. Sports betting operators have voiced concerns that the new rules could drive gamblers to unregulated, illegal platforms that are not subject to the same controls.

As BBC reports, Kai Cantwell, CEO of Responsible Wagering Australia, labeled the new measures as “draconian,” warning that they set a “dangerous precedent” that could extend to other industries, such as alcohol or fast food. He emphasized that the gambling sector contributes significantly to jobs and supports sports and broadcasting industries.

Prime Minister Albanese defended the changes, emphasizing the need for a balanced approach that allows adults to participate in gambling activities while protecting younger generations from constant exposure to betting ads. “We’re getting the balance right here, letting adults have a punt if they want to, but making sure Australian children don’t see betting ads everywhere they look,” Albanese said in his announcement.

Minister for Communications Anika Wells also highlighted the importance of these reforms in reducing gambling addiction, which she described as a serious public health issue. She added, “From January 1 next year, Australians will be able to sit down with their families and cheer on their favorite team without being bombarded by gambling advertising.”

The new gambling ad restrictions are part of a broader effort to address the growing concerns around gambling’s impact on public health and youth behavior. The reforms are also designed to make gambling advertising more accountable and less intrusive across all media platforms, including television, radio, and online channels.