Australia’s federal government is reportedly returning to previously shelved plans for gambling advertising reform. The proposals include restrictions on advertising during primetime television as well as a total ban during sporting events and children’s programming.
According to industry outlet The Strait, negotiations between Communications Minister Anika Wells and key industry stakeholders have intensified in recent weeks. The government intends to revisit the issue that had been postponed until after the May elections.
Advertising reform was a central item among the 31 recommendations from a 2023 parliamentary inquiry into online gambling and its impact on people experiencing gambling harm. The resulting report, “You win some – you lose more,” proposed a complete ban on all forms of online gambling advertising over a three-year period, as well as the establishment of a national regulator to oversee licensing and regulation.
The Strait notes that although the government still plans to introduce strict restrictions on television advertising, a total ban is unlikely. Instead, broadcasters will likely be limited to no more than two gambling-related ads per hour between 6am and 10pm, with a full ban in place during sporting events and children’s programs.
Calls for a blanket ban have been tempered by concerns that such a move would simply create space for illegal operators.
The report also states that the government recognizes potential obstacles: 21 of the 31 recommendations require consultation and concessions from state and territory governments. Instead, according to The Strait, Wells and her team are taking a more pragmatic approach – bringing stakeholders together to develop a joint plan before proceeding further.
The reform is expected to be phased in gradually starting in early 2026.
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