The Australian Government has taken its next major step towards reshaping the country's gambling advertising landscape, introducing legislation that would deliver the biggest overhaul of wagering advertising rules in decades.
While the proposed reforms stop short of a complete advertising ban, they represent a significant shift in how licensed bookmakers will be able to promote their products across television, online, radio and sport.
Here's everything you need to know.
Why is the Government introducing these reforms?
The reforms are designed to reduce gambling harm, particularly among children and young people.
They follow years of public consultation and recommendations from the 2023 parliamentary inquiry into online gambling, chaired by the late Peta Murphy. That report recommended a phased ban on all online gambling advertising, arguing Australians were being exposed to betting promotions far too frequently.
Rather than adopting every recommendation, the Government has opted for a more targeted approach that it says balances consumer protection with allowing adults to make their own choices.
The key changes proposed
If passed, the legislation would introduce several major restrictions.
TV gambling advertisements capped
Television gambling advertising would be limited to:
- Maximum three gambling advertisements per hour between 6:00am and 8:30pm.
- No gambling advertisements during live sport within the protected viewing window.
- Tighter restrictions on when betting promotions can appear around sporting broadcasts.
Sports sponsorship changes
One of the biggest changes affects professional sport.
The Bill proposes banning gambling logos and promotions on:
- Team jerseys
- Playing uniforms
- Stadium signage
- Certain match-day promotional assets
Many Australian sporting clubs currently rely on wagering sponsorships, meaning alternative commercial partners will need to be found before the rules take effect.
Online advertising restrictions
Digital advertising would also become more tightly controlled.
The proposed reforms include:
- Gambling advertising only being shown to verified adults.
- Stronger user controls to opt out of gambling advertising.
- Additional restrictions on targeting and promotional activity online.
Celebrities and athletes
The legislation would prohibit sporting stars, celebrities and influencers from appearing in gambling advertising.
This aims to reduce the appeal of betting promotions to younger audiences and limit the association between elite sport and wagering brands.
Illegal operators remain a focus
Alongside advertising reform, the Government has indicated it will continue efforts to block offshore illegal gambling websites and strengthen enforcement against unlicensed operators targeting Australians.
What hasn't changed?
Despite the scale of the reforms, several things remain unchanged.
The legislation does not:
- Ban licensed online bookmakers.
- Prevent Australians from betting with licensed operators.
- Ban betting apps.
- Prevent bookmakers from offering odds, promotions or markets through their own platforms to existing customers.
For most punters, the biggest difference is likely to be seeing fewer gambling advertisements rather than changes to the betting products themselves.
Industry reaction
The proposed legislation has generated criticism from multiple directions.
Some gambling reform advocates argue the Bill does not go far enough because it stops short of implementing the complete advertising ban recommended by the Murphy Review.
At the same time, sections of the wagering, broadcasting and sporting industries have raised concerns about the commercial impact, particularly on sports that have relied on betting sponsorship revenue over recent years.
Interestingly, members of both the Coalition and the Greens have also called for stronger reforms, meaning the legislation could still face amendments during the parliamentary process.
What does this mean for Australian punters?
For everyday bettors, the practical impact should be relatively modest.
Licensed bookmakers are expected to continue operating as normal, with existing betting markets, promotions and account functionality largely unchanged.
The biggest differences are likely to be:
- Fewer betting advertisements during televised sport.
- Less visible bookmaker branding around sporting events.
- Reduced exposure to gambling promotions online.
- A greater distinction between licensed wagering services and the sporting broadcasts themselves.
Punters who actively use betting apps and bookmaker websites are unlikely to notice significant changes to their overall betting experience.
What happens next?
The legislation has now been introduced to Federal Parliament.
It will still need to pass both houses before becoming law, and there is already discussion about whether amendments will be made following criticism from across the political spectrum.
If passed, many of the reforms are expected to begin from 2027, giving sporting organisations, broadcasters and licensed wagering operators time to adapt to the new rules.
The Bottom Line
Australia's gambling advertising landscape looks set for its biggest shake-up in years.
While the reforms fall well short of an outright ban on betting advertising, they will substantially reduce where and how licensed bookmakers can promote their services.
For punters, the changes are more about visibility than availability. Betting with licensed operators isn't being banned—but the amount of gambling advertising Australians see during sport and across digital platforms is likely to decrease significantly if the legislation passes in its current form.
