ACMA labels gambling ad reforms as top enforcement priority
Australia’s gambling advertising reforms will receive closer regulatory attention after the Australian Communications and Media Authority (ACMA) identified their implementation as one of its key compliance and enforcement priorities for 2026-27.
The regulator said gambling advertising is now one of the major focuses once Parliament formally approves the proposed legislation. The priority forms part of the ACMA’s wider enforcement strategy, which targets areas posing the greatest risk to consumers and sectors where significant regulatory changes are expected.
If the reforms proceed, gambling advertising rules across television, radio and online platforms will become considerably stricter. Among the proposals are tighter limits on gambling advertisements during live sporting events and stronger restrictions across broadcast and digital media.
Improved guidance for stakeholders
The ACMA said it plans to publish guidance to help broadcasters, advertisers and online platforms understand their new obligations. At the same time, it warned that businesses failing to comply could face investigations and enforcement action.
Consumer protection remains at the centre of the regulator’s approach. Alongside advertising reforms, the ACMA said it will continue working with other government agencies and industry participants to reduce gambling-related harm.
That includes targeting illegal “scambling” services that exploit vulnerable Australians, cracking down on influencers promoting illegal gambling operators, disrupting unlicensed gambling services and improving compliance with Australia’s national self-exclusion register, BetStop.
Development after PM’s announcement
The latest announcement comes as the Australian government amended sweeping gambling advertising reforms that Prime Minister Anthony Albanese announced in April this year. Described by the government as the country’s biggest overhaul of gambling advertising rules, the reforms aim to reduce gambling-related harm and limit public exposure, particularly among children.
From 2027, television gambling advertisements will be capped at three per hour between 6:00 am and 8:30 pm, while gambling ads will be banned during live sports broadcasts within those hours. With the new framework expected to come into force next year, the ACMA has now identified its implementation and enforcement as one of its top priorities for 2026-27.
A complete ban on online gambling advertising currently appears unlikely. Policymakers have expressed concerns that banning licensed operators entirely could unintentionally drive consumers toward unregulated offshore operators operating in grey or black markets.
Total ban unlikely
Prime Minister Anthony Albanese has also indicated he remains cautious about introducing a full prohibition, despite ongoing pressure from public health advocates and anti-gambling campaigners. Those groups argue that partial restrictions will not go far enough and continue calling for a phased but complete ban on gambling advertising.
In late 2024, the Australian Greens attempted to accelerate that process by introducing legislation seeking a total advertising ban. The proposal was rejected by the Senate, although the party has indicated it intends to raise the issue again.
Beyond advertising, Australia’s gambling sector is also preparing for another major regulatory shift. Updated anti-money laundering and counter-terrorism financing (AML/CTF) rules are scheduled to take effect from March 2026, bringing stricter compliance requirements for gambling operators.
The reforms will introduce stronger AML programmes, enhanced risk assessments, tighter customer due diligence requirements, and more rigorous reporting obligations as regulators continue to strengthen oversight of one of Australia’s highest-risk industries.
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