A partial ban on gambling advertising across Australia is only expected to reduce the amount wagered annually by AU$62.7m (£32.8m), according to a new report published by the Office of Impact Analysis (OIA).
Earlier this month, Australian Prime Minister, Anthony Albanese, declared that the Labor government would be taking “strong and decisive actions” to curb gambling advertisements – a move that he explained was aimed at protecting young and vulnerable audiences.
However, the latest report published by the OIA found that the proposed partial ban would only reduce the amount that bettors wagered by 0.8% each year.
In the analysis, OIA also outlined a proposal which assessed the impact of a complete ban on gambling advertising.
The report read: “AGRC’s research found that total yearly wagering expenditure would decline by $109.5m (1.4%) if a full ban was implemented. The department is not able to estimate the decline in state and territory revenue at this time.”
The impact analysis went one step further, explaining that a full ban would have a “higher net benefit” for Australians, but this would be offset by “a significant financial burden on industry which would impact Australia’s grassroots sport and media industry”.
It’s been a long time coming
Prime Minister Albanese has been mulling over further restrictions on gambling advertisements for quite some time, with this latest crack-down gaining cross-party support and the backing of a range of community groups in Australia.
A parliamentary report published in 2023, generally known as the Murphy report after the late MP who penned it, Peta Murphy, made 31 recommendations for regulatory reform in Australia. One of the flagship recommendations was a ban on gambling advertising, but the government’s slow progress on implementing these measures, and other Murphy report measures for that matter, has been a point of frustration for backbench MPs.
“It’s been a point of criticism for Albanese and his management of Labor ranks,” said Ted Menmuir, SBC Media’s Editor-at-Large, on the iGaming Daily podcast this week.
“I think in 2026 it was make or break in terms of which direction he would take, and how he would stamp his resolutions on gambling advertising. We saw it come out this weekend.”
The government’s new set of restrictions stop short of a complete ban, however. Instead, the measures proposed by Albanese will be centred around five core restrictions: broadcast TV limits, live sport blackout, radio watershed, digital controls and sporting environment bans.
Restrictions will also be placed on the use of celebrities and professional athletes in gambling promotions, as well as the use of “odds-style” advertisements.
In a speech made to the National Press Club earlier this month, Albanese explained that the new restrictions are part of the government’s commitment to “getting the balance right” on gambling advertisements.
He added: “Letting adults have a punt if they want to, but making sure our children don’t see betting ads everywhere they look.”
On the surface, the OIA report confirms this need for a balance, with the changes expected to “deliver a meaningful reduction in wagering advertising exposure” across Australia.
A wide-reaching effect
While a partial ban comes as no surprise, the decision has received something of a backlash from industry stakeholders. At the time, Responsible Wagering Australia (RWA), a trade association, slammed the curbs on advertising as being “draconian”, holding the potential for the government to set a “dangerous precedent”.
“This announcement, with no heads-up and no genuine consultation, is a real kick in the guts for the industry,” RWA Chief Executive, Kai Cantwell, said at the time of the announcement last week.
“This sets a dangerous precedent. Today it’s gambling advertising, tomorrow it’s alcohol, then it’s sugary drinks, fast food, critical minerals and who knows what else comes next.”
This latest OIA report confirmed that the advertising restrictions will impact 2,461 industry members, including betting companies, broadcasters, podcasters and streaming services.
It is also expected to have a knock-on effect on the third sector, with the report adding that “if wagering activity does decline as a result of this option, there may also be a reduced demand for government expenditure on support services”.
From a socio-economic perspective, the OIA estimates that the socio-economic benefit for Australians to be between $117.6bn and $182.2bn for a partial ban.
However, that figure rises to $332.1bn for a full ban, including a $109.5m reduction in yearly wagering expenditure.
The report added: “Similar to Option 2 [of partial restrictions], this option is likely to see a significant reduction in moderate and high-risk wagering activity which will also be partially offset by an increase in low and no-risk wagering.
“Moderate and high-risk wagering expenditure is estimated to reduce by $136.8m, while low and no-risk wagering may increase by $27.3m (with 93% of this increase in the no-risk wagering category).”
Nonetheless, in the eyes of many advocates for gambling reform in Australia, the Albanese government has been slow to move on banning gambling ads – and on implementing the rest of the Murphy report recommendations for that matter, as mentioned above.
Though the advertising angle is now seemingly settled, advocates for reform still have a plethora of other goals. Notable Murphy report recommendations include the creation of a national, dedicated regulator for the gambling sector, a role de facto held by the Australian Communications and Media Authority (ACMA) and in the eyes of many, the Northern Territory Wagering Commission (NTWC).
“I don’t think this has pleased any of the camps,” said Menmuir, discussing the advertising restrictions on this week’s podcast appearance. “There’s still divisions across the board as to how the matter will proceed, but at least we’re at a point of settlement.”
