Australia will restrict gambling ads on TV, Radio and Internet; ban online keno; and target illegal gambling under new proposals
The prime minister of Australia has announced new gambling harm reduction measures which include advertising restrictions and banning online keno.
The measures announced today by prime minister Anthony Albanese are designed to minimise children’s exposure to gambling harm by restricting gambling advertising on broadcast television to no more than three ads per hour between 6am and 8.30pm, with a complete ban during live sport broadcasts within those hours.
Ads on the radio during school drop off and pick up times (8-9am and 3-4pm) will be banned, as will ads in sports venues and on players’ and officials’ uniforms. The use of celebrities and sports players in gambling ads will also be prohibited.
Gambling operators will be allowed to advertise through online platforms, but only to people who have a logged in account, are over 18 and have the option to opt-out of gambling advertising.
“The Government is taking decisive action to tackle the community and public health concerns associated with gambling,” said prime minister Albanese. “We’re getting the balance right here, letting adults have a punt if they want to but also making sure Australian children don’t see betting ads everywhere they look.
“What we don’t want is kids growing up thinking that footy and gambling are the same thing.”
In addition to the advertising restrictions, the government’s plan includes a crackdown on harmful and emerging online lottery products, a ban on online keno, expanded financial counselling support, and work to strengthen the BetStop national self-exclusion register.
There are also measures to strengthen sports integrity by making match-fixing criminal offences consistent across Australia, and to boost enforcement against illegal offshore gambling providers.
Anika Wells, minister for communication and minister for sport, commented: “Gambling addiction is a serious public health issue and this announcement represents strong reform to reduce gambling harms in Australia.
“From 1 January next year Australians will be able to sit down with their families and cheer on their favourite team without being bombarded by gambling advertising. Our reforms will break the connection between wagering and sport, minimise children’s exposure to wagering advertising and reduce its saturation across the internet, radio and TV channels.”
The industry association Responsible Wagering Australia (RWA) was surprised by today’s announcement and said it keenly awaits further detail to understand the impact of these “draconian measures”.
RWA chief executive Kai Cantwell said “this announcement, with no heads up and no genuine consultation, is a real kick in the guts for the industry. This sector contributes almost $6 billion to the Australian economy, supports around 30,000 jobs, and provides critical funding to sport, racing and broadcast industries across the country.
“Decisions of this scale must be evidence based and developed with industry to avoid unintended consequences.”
Cantwell noted that the industry had already responded to societal concerns by reducing advertising and also highlighted the industry’s support for major reforms, including the implementation of BetStop and stronger consumer protection measures across the board.
“For an industry that has engaged in good faith and delivered meaningful reform, this announcement today is disappointing,” he added.
“This package of measures even seeks to go further than the Murphy Inquiry with the banning of online Keno and goes beyond the remit of the Federal Government by phasing out jersey and stadium advertising.”
RWA also acknowledged the government’s proposed crackdown on the illegal offshore gambling market, which it said costs Australians almost $4 billion each year and is growing at 2.5x the rate of the legal market.
“The test is whether these measures are strong, coordinated and enforceable,” said Cantwell. “There is no silver bullet. These operators are highly sophisticated and will stop at nothing to target Australians and evade enforcement.
“To effectively tackle the issue there must be a sustained, coordinated approach that cuts them off at the source including payment blocking by financial institutions, stronger regulatory powers for the ACMA, and action to remove their presence online and across social media.”
Cantwell also reiterated his warning that if the licensed market is overregulated, Australians won’t stop gambling. “They will go offshore to operators with no consumer protections, no oversight, and no contribution to the Australian economy, sport or racing.”
The government will develop legislation to implement its proposed measures, with reforms to begin from 1 January 2027.