Australian government reportedly ready to proceed with gambling advertising reform
Summary
Australia’s federal government is reported to be revisiting plans to tighten gambling advertising rules, including limits on ads during primetime television and total bans during sporting events and children’s TV times. The move follows recommendations from a 2023 parliamentary inquiry that called for sweeping changes, including a phased ban on online gambling advertising and the creation of a national gambling regulator.
Reporting indicates the government is unlikely to pursue a complete blanket ban. Instead, proposed measures would restrict broadcasters to two gambling-related ads per hour between 06:00 and 22:00 and impose full bans around sports broadcasts and children’s programming. Officials, led by Communications Minister Anika Wells, are said to be consulting stakeholders and state and territory governments to build a pragmatic, mutually agreed approach. Implementation is expected to begin in early 2026.
Author style
Punchy: This isn’t a small tweak — it’s a major rethink of how gambling can be marketed on TV. If you’re in media, betting or regulatory compliance, this could change ad inventories, sponsorship deals and broadcast schedules. Read the details because the rollout and stakeholder concessions will matter.
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Key Points
- Government revisiting previously shelved advertising reforms following a 2023 parliamentary inquiry that made 31 recommendations on online gambling harms.
- Reported proposals include limiting broadcasters to two gambling ads per hour between 06:00 and 22:00, with total bans during sporting events and children’s TV times.
- A full blanket ban on all gambling advertising is deemed unlikely, due to concerns it could drive customers to illegal operators.
- 21 of the 31 inquiry recommendations require consultation and agreement with state and territory governments, prompting a pragmatic, consultative approach by Communications Minister Anika Wells.
- The government aims to phase in reforms from early 2026, following stakeholder discussions and negotiated concessions.
Why should I read this?
Quick heads-up: if you work in broadcasting, advertising, sports sponsorship or betting, this could reshuffle the deck. It’s worth skimming because it spells out limits that will affect ad slots, sponsorship revenue and compliance plans — and it looks like 2026 is when things start to bite.