Australian gambling sector mulls ad limits over blanket ban plan
Australia’s gambling industry is seeking clarity from Australia’s Federal Government for clearer guidance on advertising rules, as the country debates a blanket ban on all forms of gambling advertisements.
Industry bodies argue that uncertainty has lingered since the mid-2023 parliamentary inquiry into online gambling harm. Although the inquiry laid out wide-ranging reforms, the Government has yet to issue a formal response, leaving operators unsure about how quickly new rules may take effect.
The inquiry recommended a staged withdrawal of gambling advertisements, tighter controls on bonus offers, and the removal of referral commissions. Advocates for harm reduction claim that promotions and incentives can influence riskier betting patterns, particularly among younger audiences, and continue to call for a complete advertising ban to limit mounting social impacts.
Over 3.5 million at-risk gamblers
Fresh data from research firm Roy Morgan indicates that nearly 3.5 million Australians now fall into the problem or at-risk gambling category, with more than 600,000 describing compulsive behaviour. The figures reflect a notable 22 percent rise over the past year and are based on responses from almost 17,000 adults, adding urgency to ongoing policy discussions.
While the industry welcomes tougher controls, they still warn that overly restrictive measures could push bettors towards unlicensed offshore websites. Operators note that regulated platforms conduct identity checks, pay taxes and provide access to dispute resolution systems — safeguards absent on illegal sites.
Responsible Wagering Australia has echoed concerns about unintended outcomes. The organisation supports measures designed to protect vulnerable consumers and children, and has suggested practical steps such as limiting the number of television advertisements in a given hour, restricting radio promotions during school travel periods, and strengthening age-verification tools for online platforms. It argues that focused interventions tend to be more effective than sweeping prohibitions.
Discussions currently include caps on hourly advertising volumes and revised blackout periods around live sporting events. Reports suggest that operators are advocating for a maximum of three ads per hour and shorter blackout windows, contrasting with the Government’s earlier consideration of significantly longer restrictions during live broadcasts.
Firms adjust ahead of rollout
Beyond traditional media, operators are proposing age-gated digital advertising. With mandatory age verification scheduled to be introduced on social media platforms in December, companies say similar systems could be extended across streaming services, enabling adults to opt out while preventing minors from viewing gambling content.
Several major wagering firms have already taken voluntary steps, including reducing live-odds promotions and modifying commission structures for affiliates. However, incentives such as bonus bets remain accessible, drawing criticism from campaigners who argue that industry self-regulation falls short.
Federal officials maintain that further reforms are on the way. Victoria has also stepped up its response, launching an awareness campaign featuring well-known athletes and adopting a compliance-focused approach in the state regulator’s latest annual plan.
With pressure mounting from advocacy groups, broadcasters, sporting codes and the wagering sector itself, policymakers must now strike a difficult balance: reducing consumer harm while keeping the market regulated enough to deter migration to illegal offshore operators.
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