Australia’s gambling sector is urging the federal government to provide clearer direction on how advertising rules will be handled moving forward, as discussions continue around reducing wagering-related harm.
Ongoing Uncertainty Since Inquiry
The call for clarity follows the 2023 parliamentary inquiry into online wagering, which recommended major changes to gambling promotions, referral commissions, and advertising frequency. The government has yet to formally respond, leaving operators unsure how to plan marketing strategies.
Industry Proposes Structured Limits
While some advocacy groups are pushing for an outright ban on gambling ads, operators are instead suggesting a more measured approach, such as:
- Capping gambling ads to three per hour, and
- Shorter blackout periods around live sports broadcasts
This contrasts with stricter measures previously floated, which would have significantly reduced advertising visibility.
Age and Platform Controls Already Advancing
Industry representatives point to emerging safeguards already being deployed, including:
- Age-restricted targeting for digital promotions
- Mandatory identity and age verification on major platforms (beginning December)
They argue these tools could be expanded across streaming platforms and online media to further protect minors.
Responsible Wagering Australia CEO, Kai Cantwell, stated that targeted rules would reduce harm while preventing users from shifting toward unregulated offshore sites, which offer none of the protections required in Australia.
Concerns Over Visibility and Offshore Competition
Operators warn that major advertising cuts could:
- Reduce legal operators’ ability to differentiate themselves
- Push bettors toward illegal operators offering bonuses Australian firms are banned from providing
Some brands have voluntarily scaled back certain promotional formats, such as live in-match odds, though incentives like bonus bets remain widely debated.
Government Indicates More Reform Is Coming
The government has reaffirmed that further regulatory steps are planned. Notable recent measures include:
- The BetStop national self-exclusion register, now with over 30,000 active users
- State-level campaigns in Victoria promoting safer gambling habits
- A renewed enforcement approach focused on harm prevention
However, a final national policy framework has not yet been announced.