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Australia gambling advertising reforms are set to reshape the regulatory landscape for operators, media companies, and sports organisations, introducing stricter limits on advertising and a broader compliance framework focused on consumer protection.
The Australian Government has announced a new package of reforms targeting gambling advertising, enforcement against unlawful operators, and measures to reduce gambling-related harm. While these reforms follow the influential 2023 parliamentary inquiry report “You win some, you lose more”, they stop short of introducing the comprehensive advertising ban that many expected.
Below is an article on the topic from my DLA Piper’s Australian colleagues Greg Bodulovic, Jessie Buchan and Hazel Pang.
Australia Gambling Advertising Reforms: A More Targeted Approach
The 2023 inquiry highlighted a structural issue: Australia records the highest per capita gambling losses globally, with advertising—particularly around sports—seen as a key driver of normalization and harm.
The Report recommended a phased, near-total ban on online gambling advertising within three years. However, the Australia gambling advertising reforms ultimately adopted by the Government take a more measured and targeted approach.
Rather than banning advertising entirely, the reforms focus on reducing exposure, especially for vulnerable audiences, while maintaining a controlled framework for lawful promotion.
Key Restrictions Under the Australia Gambling Advertising Reforms
The core of the Australia gambling advertising reforms lies in a series of detailed restrictions that significantly limit when, where, and how gambling can be advertised.
These include:
- A cap of three gambling advertisements per hour on free-to-air television between 6:00 am and 8:30 pm
- A ban on gambling advertising during live sports broadcasts within the same time window
- A prohibition on radio gambling ads during school drop-off and pick-up hours (8:00–9:00 am and 3:00–4:00 pm on weekdays)
- Restrictions on online advertising, limiting it to logged-in users over 18 who have not opted out
- A ban on the use of celebrities and professional athletes in gambling promotions
- A prohibition on odds-style advertising, which has been widely used to drive engagement
- A ban on gambling advertising at sporting venues and on players’ and officials’ uniforms
From a compliance perspective, these measures introduce granular operational constraints that will require operators to rethink their marketing strategies across multiple channels.
Beyond Advertising: Enforcement and Consumer Protection
The Australia gambling advertising reforms are not limited to marketing restrictions. They also signal a broader policy shift towards stronger enforcement and enhanced consumer protection.
The Government has indicated that it will:
- Crack down on emerging online lottery products, including banning “pocket pokies”
- Align match-fixing offences across states and territories to strengthen sports integrity
- Increase enforcement against illegal offshore gambling operators
- Strengthen BetStop, the National Self-Exclusion Register
- Expand access to financial counselling services and awareness initiatives on gambling harm
This combination of advertising restrictions and enforcement measures reflects a more holistic regulatory strategy, moving beyond visibility controls to address systemic risks.
Practical Impact on the Gambling Ecosystem
Even before formal implementation, the practical implications of the Australia gambling advertising reforms are becoming evident.
Media reports suggest that professional sports clubs will need to remove gambling sponsors from jerseys, directly impacting sponsorship revenues and commercial partnerships. This mirrors trends seen in other jurisdictions, including parts of Europe, where gambling sponsorship in sports has come under increasing scrutiny.
For operators, the challenge is twofold:
- Marketing recalibration: traditional advertising channels will become less effective or unavailable
- Compliance complexity: the rules introduce detailed and evolving obligations across media, digital platforms, and partnerships
This is not just a marketing issue—it is increasingly a legal and strategic compliance issue.
When Will the Australia Gambling Advertising Reforms Apply?
The reforms are expected to be implemented through legislation, with a planned start date of 1 January 2027.
However, the direction of travel is already clear. The Australia gambling advertising reforms confirm a broader global trend: regulators are moving toward stricter control of gambling visibility, stronger enforcement, and higher standards of consumer protection.
A Global Signal for Gambling Regulation
From an international perspective, these reforms are particularly relevant.
Australia has often been seen as a high-intensity gambling market, and regulatory developments in such markets tend to influence policymaking elsewhere. The Australia gambling advertising reforms may therefore act as a benchmark for future regulatory initiatives in other jurisdictions. For global operators, this reinforces a key point: Advertising is no longer just a commercial function—it is a regulated risk area. Understanding and adapting to this shift will be critical for businesses operating across multiple markets.
You can explore how gambling regulation is evolving worldwide in the DLA Piper Gambling Laws of the World guide, which covers nearly 50 jurisdictions and provides a comparative view of regulatory frameworks, enforcement trends, and compliance challenges.