Australia has unveiled new gambling advertising reforms, but critics say they fall short of expectations built over years of political pressure and public debate.
Australian Prime Minister Anthony Albanese announced a long-anticipated response to calls for gambling advertising reform, with restrictions on gambling advertising across television, radio, digital platforms, and sport. However, initial reactions suggest the reforms fall short of expectations.
The announcement on April 2, unveiled by Albanese during a National Press Club address, follows months of policy buildup. The government had already signaled its intention to introduce new advertising restrictions amid intensified scrutiny on the sector.
What Do the Reforms Include?
Key measures include:
- Cap of three TV ads per hour between 6 am and 8:30 pm.
- Ban on radio ads during school drop-off and pick-up times.
- Restriction on online ads to logged-in users aged 18 or older. Users will have the option to opt out.
- A ban on celebrities and athletes in gambling promotions.
- Removal of gambling branding from stadiums and sports uniforms.
Framing the reforms, Albanese said:
We are getting the balance right, letting adults have a punt if they want to, but making sure that our children don’t see betting ads everywhere they look.”
“Because we don’t want kids growing up thinking that footy and gambling are inextricably linked. We want Australians to love sport for what it is.”
The reforms, expected to take effect in 2027, also include a crackdown on offshore operators and certain high-risk online products.
Notably, the government did not impose a full advertising ban, as recommended by a 2023 landmark report by late Labor MP Peta Murphy. Albanese has been under pressure to respond to the report, which contained 31 recommendations.
“Hugely Disappointing” After Years of Delay
The gap of over 1,000 days between the new reform and the Murphy report has driven widespread criticism.
In that time, concerns around gambling harm have only intensified. Recent findings show that harm levels among Australian gamblers have increased from 11% in 2019 to 15% in 2025.
Criticism has come from all sides.
Independent MP Kate Chaney described the proposal as “tinkering around the edges of meaningful reform.”
Fellow independent David Pocock said it was “hugely disappointing”. He added,
“At first blush these reforms will lead to more ads on social media, on streaming services and on podcasts, and it will not reverse the rampant normalization of gambling as an inseparable part of sport.”
Liberal MP Simon Kennedy said the announcement was “overdue and underwhelming.”
Greens communication spokeswoman Sarah Hanson-Young said the new reform was not enough, accusing Albanese of a lack of “guts” to stand up to the gambling lobby.
Industry Pressure vs Public Health Momentum
Further scrutiny arrived from public health advocates, who argue that the partial restriction would fail to reduce gambling harm in Australia. The country has some of the highest per capita gambling losses globally.
Research from the Grattan Institute showed that Australians lost more to gambling per capita than any other country in 2022, equating to about AU$1,635 (US$1,146) per person.
The Australian Medical Association reinforced that position, stating:
“Anything less than a comprehensive ban will continue to expose Australians — especially children — to relentless gambling promotion.”
On the other hand, industry stakeholders have strongly pushed back.
Responsible Wagering Australia CEO Kai Cantwell called the reforms “a real kick in the guts for the industry,” adding they set “a dangerous precedent.”
Albanese himself has previously acknowledged that balance must be achieved. He has warned that overly restrictive policies could push players to illegal offshore platforms instead of reducing harm.
Global Context: Tightening, but Rarely Banning
Australia’s approach follows a broader global pattern of tightening ad rules rather than imposing a complete prohibition.
The U.K. has moved toward phase-outs of gambling sponsorships and stricter codes, while Italy introduced a near-total advertising ban in 2019. More recently, jurisdictions such as the Netherlands, Germany, Belgium, and Spain have also introduced broader limits on ads, but have not eliminated them.
Against that backdrop, Australia’s reforms sit firmly in the middle. But the reaction suggests that incremental regulation may no longer meet public expectations.
Image credit: Australian Government via Wikimedia Commons (license).
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