In the midst of internal discussions within the Labor caucus, Australian Prime Minister Anthony Albanese has cautioned that any missteps in implementing gambling advertisement restrictions could lead to “unintended consequences” across the nation.

Proposed limits on gambling ads:

Recent briefings to a group of MPs have unveiled the government’s plans to impose new limits on gambling advertisements. According to a caucus source, the proposal suggests restricting gambling ads to two per hour per channel until 10pm and completely banning them during children’s programs or in the hours surrounding live sports events. This measure, however, stops short of an outright ban, which some politicians and former prime ministers, including John Howard and Malcolm Turnbull, have supported following the advocacy of the late Labor MP Peta Murphy.

Prime Minister Albanese emphasized the importance of shielding children from gambling influences, stating in Question Time that the exposure of gambling to children is “untenable.” Yet, he stressed that the government must proceed cautiously to avoid adverse effects on other sectors. “The ministers for communications and social services are addressing gambling harm in a way that aims to avoid unintended consequences,” Albanese remarked, highlighting the complexity of the issue, as Australian Broadcasting Corporation (ABC) reports.

A notable concern among lawmakers is the potential financial impact on regional media companies such as WIN and Prime, which operate on slim margins and have recently closed some bureaus. With an election looming, the Australian government remains wary of any decisions that might detrimentally affect these media outlets.

Voices against a total ban:

Bill Shorten, a prominent frontbencher, expressed his reservations about a total ban on ABC’s Q+A, citing the dire straits of commercial media companies under the digital onslaught from giants like Facebook. “Some might say, ‘just abandon free-to-air media,’ but it is currently facing a diabolical situation,” he noted, according to the Australian Broadcasting Corporation (ABC). He argued that completely prohibiting gambling ads could exacerbate this issue, suggesting instead a focus on curtailing their infiltration into digital markets.

The proposed reforms are expected to be discussed further in the cabinet and raised again in the caucus next week. Meanwhile, lobbying efforts in Canberra are intensifying, with figures like Tim Costello of the Alliance for Gambling Reform advocating for more stringent measures.

Even if the government secures agreement within its ranks, it will still need to muster enough parliamentary support to enact any new legislation. The Greens, for instance, are pushing for a tribute to Murphy’s legacy by advocating for more comprehensive restrictions, planning to initiate a vote in the Senate soon.

In light of these discussions, the government seems poised to possibly roll back plans for a total TV and radio ad ban but may enforce stricter controls on digital advertising to protect younger audiences and preserve the integrity of sports viewing.