The Australian government is set to implement sweeping reforms on sports betting advertising, introducing a complete ban on gambling promotion during live sport in daytime hours. Prime Minister Anthony Albanese emphasized that the measures aim to protect Australians, particularly children and young people, from gambling-related harms.
Key Restrictions on Advertising
The reforms, which take effect 1 January 2027, include:
- Limiting gambling ads on broadcast television to three ads per hour between 6am and 8:30pm, with a full ban during live sport in these hours.
- Banning gambling ads on radio during school drop-off and pick-up times (8am–9am and 3pm–4pm).
- Prohibiting online gambling ads unless users are over 18, logged in, and have opted in, while removing ads featuring celebrities, sports players, or odds-style promotions targeting fans.
- Banning gambling promotions in sports venues, on players’ and officials’ uniforms, and targeting emerging online lottery products like online keno or ‘pocket pokies’.
Strengthening Enforcement and Integrity
The government plans to:
- Standardize criminal offenses for match-fixing nationwide, protecting the integrity of Australian sport.
- Crack down on illegal offshore gambling providers.
- Expand financial counseling and increase public awareness of online gambling harms.
Prime Minister Albanese stated, “We’re letting adults have a punt if they want to but also making sure Australian children don’t see betting ads everywhere. We don’t want kids growing up thinking footy and gambling are the same thing.”
Protecting Families and Young Australians
Minister for Social Services Tanya Plibersek emphasized, “Gambling harm doesn’t just hurt individuals – it can devastate families and communities. Young men are particularly vulnerable. These reforms will help prevent gambling-related domestic violence and ensure a new generation grows up without seeing wagering as part of enjoying sport.”
Minister for Communications and Sport Anika Wells added, “Gambling addiction is a serious public health issue. From next year, Australians will enjoy live sport with their families without being bombarded by gambling advertising. Our reforms break the connection between sport and wagering, reducing exposure across TV, radio, and online platforms.”
A New Era for Australian Sport
These reforms mark one of the strongest measures in Australia’s history to curb gambling harm, balancing adult freedom to bet with robust protections for children and vulnerable communities. By separating wagering from sports entertainment, the government aims to create safer, healthier viewing experiences for families nationwide.
