The Australian Prime Minister, Anthony Albanese (as depicted in the featured image), has announced major new restrictions on gambling advertising, in what the government says is its most important reform of the sector to date. The measures, announced on 2 April 2026, are aimed at reducing public harm and limiting exposure, particularly among children.

The country has long faced high levels of gambling activity. It ranks among the largest markets globally and also reports the highest per-person losses, a pattern that has increasingly concerned policymakers and health experts.

PM Albanese said the government was taking “decisive action” to address the issue, describing the changes as a response to mounting evidence of social and financial harm linked to betting. A key focus of the reforms is the volume of advertising, which officials say has reached a point where it is difficult for younger audiences to avoid.
 

Set to take effect in 2027

Under the new rules, set to take effect in 2027, gambling adverts on television will be limited to three per hour between 06:00 and 20:30. During those same hours, they will be completely banned from live sports broadcasts. The aim is to break the strong link between sport and betting, which critics say has made gambling feel routine for many fans.

Radio advertising will also face tighter controls. Adverts will not be permitted during school drop-off and pick-up periods to reduce incidental exposure among children during daily routines.

Online advertising, which has expanded rapidly in recent years, will be subject to stricter conditions. Promotions will only be shown to logged-in users aged 18 and over, with platforms required to offer a clear opt-out option. The government hopes this will give users greater control while limiting the reach of targeted campaigns.
 

No more celebrity promotions

Further measures include a ban on using celebrities and sports figures in gambling promotions. Authorities say such endorsements can carry a strong influence, particularly among younger audiences. In addition, gambling branding will be removed from sports venues and from the kits of players and officials.

The reforms have been in considerations since 2018, when Australia introduced restrictions on gambling adverts during live sports between 05:00 and 20:30. The rules, overseen by the Australian Communications and Media Authority, were designed to shield children from exposure during match coverage. However, a major ban was debated for several years, including recommendations from a 2023 parliamentary inquiry calling for a phased nationwide prohibition.

While the newly announced measures stop short of a full ban, the government believes new measures will be enough to tighten existing rules. A separate private bill proposing stricter limits remains under consideration in parliament.

However, for operators such as Flutter Entertainment and Entain, these measures may affect their revenues. Both companies run widely used betting platforms in Australia and may need to adjust their marketing strategies. The government says the changes are intended to strike a balance between regulation and industry activity, while reducing the broader societal impact of gambling advertising.

 

 

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