The Australian government has announced new reforms regarding gambling advertising, but many critics argue that these measures do not meet the expectations set by years of public discourse and political pressure.
On April 2, Prime Minister Anthony Albanese revealed these long-awaited reforms during a speech at the National Press Club. This announcement comes after months of discussions and signals from the government indicating a need for new advertising restrictions in light of increased scrutiny on the gambling sector.
What Do the Reforms Include?
The key aspects of the reforms are as follows:
- A limit of three television ads per hour between 6 AM and 8:30 PM.
- A prohibition on radio ads during school drop-off and pick-up times.
- Online ads will only be shown to logged-in users who are 18 years or older, with an option to opt out.
- A ban on the use of celebrities and athletes in gambling promotions.
- The removal of gambling branding from sports uniforms and stadiums.
Albanese emphasized the need for balance in his address, stating, “We are getting the balance right, allowing adults to gamble if they choose, while ensuring that children are not exposed to betting ads everywhere.” He further remarked that the goal is for Australians to appreciate sports for their intrinsic value rather than associating them with gambling.
These reforms are expected to be implemented by 2027 and will also target offshore operators and certain high-risk online gambling products.
However, the government did not adopt a complete advertising ban, as suggested by a significant report from the late Labor MP Peta Murphy in 2023, which included 31 recommendations. Albanese has faced mounting pressure to address the findings of this report.
“Hugely Disappointing” After Years of Delay
The over 1,000-day gap between the new reforms and the Murphy report has led to widespread discontent. During this period, concerns regarding gambling-related harm have escalated, with recent data indicating that the percentage of Australians experiencing gambling harm rose from 11% in 2019 to 15% in 2025.
Criticism has emerged from various quarters. Independent MP Kate Chaney referred to the proposal as merely “tinkering around the edges of meaningful reform.” Fellow independent David Pocock expressed his disappointment, stating that the reforms could lead to an increase in ads on social media, streaming services, and podcasts, failing to address the normalization of gambling in sports.
Liberal MP Simon Kennedy described the announcement as “overdue and underwhelming.” Greens communication spokeswoman Sarah Hanson-Young criticized Albanese for lacking the courage to confront the gambling lobby.
Industry Pressure vs Public Health Momentum
Public health advocates have raised concerns that these partial restrictions will not effectively mitigate gambling-related harm in Australia, which has some of the highest per capita gambling losses in the world. Research from the Grattan Institute revealed that Australians lost more to gambling per capita than any other nation in 2022, averaging around AU$1,635 (US$1,146) per person.
The Australian Medical Association supported this stance, stating that “Anything less than a comprehensive ban will continue to expose Australians — particularly children — to relentless gambling promotion.”