Criticism Mounts Over Australia’s Proposed Gambling Ad Reforms Ahead of Key Senate Report

Australia’s proposed gambling advertising reforms are facing pressure from multiple directions. The Environment and Communications Legislation Committee is examining the Interactive Gambling Amendment (Gambling Reform) Bill 2026 and the National Self-exclusion Register (Cost Recovery Levy) Amendment Bill 2026, introduced to Parliament on July 2 with submissions closing on July 24. The committee is expected to deliver its findings on August 17. If approved, the reforms would take effect on January 1, 2027.

The proposed framework would limit gambling advertisements on free-to-air television to three per hour between 6 a.m. and 8:30 p.m. Betting advertisements would be prohibited during live sports broadcasts within those hours. The legislation would also ban gambling promotions at sporting venues, remove such advertising from athletes’ and officials’ uniforms, prevent celebrities and influencers from appearing in gambling marketing campaigns, and restrict radio gambling advertisements during school drop-off and pick-up periods. Online wagering advertisements would remain permitted for logged-in users aged over 18, with an opt-out option available.

Shortcomings Identified by Advocates and Broadcasters

Advocacy groups told the inquiry that the government’s package does not go far enough when measured against recommendations made in the 2023 parliamentary report “You Win Some, You Lose More,” chaired by the late Labor MP Peta Murphy. That report proposed a gradual three-year phase-out of all online gambling advertising and also recommended banning inducements, creating a national gambling regulator and introducing a national public education campaign. Anglican Dean of Sydney Sandy Grant questioned the government’s position on protecting children while still permitting some gambling advertising linked to sports broadcasts. Grant stated: “As the Reverend Tim Costello said, we wouldn’t accept capping cigarette ads shown to children to three per hour so why would we say it’s OK for gambling ads?” Children and Media Australia described the proposed reforms as only “a first step,” citing research linking childhood exposure to gambling advertising with a higher likelihood of gambling-related problems later in life. It also questioned why the planned public education campaign would focus on young men, First Nations Australians and culturally diverse communities while excluding children, parents and carers.

Broadcasters warned of financial and technical challenges. SBS argued that the legislation could effectively eliminate wagering advertising across its digital services because it would be unable to implement the required age-verification systems before the proposed start date. The broadcaster called for an 18-month implementation period. Free TV said the measures could have a “material impact” on advertising revenue that helps support free-to-air services while generating substantial compliance costs. As reported by World Casino News, the debate comes as Australia continues to record the highest gambling losses per capita globally, with national losses forecast to reach approximately AU$34 billion (US$22.4 billion) last year. Prime Minister Anthony Albanese has maintained that the government’s proposal strikes an appropriate balance, stating “I think we have gone far enough.”

The Legislative Inflection Point Ahead

The Senate committee’s forthcoming report could prompt amendments or delays that either tighten the rules further or ease implementation burdens. Client-partners should track that August 17 output closely, as it will clarify whether the final framework delivers meaningful reform or simply layers on partial restrictions that satisfy no one fully.

Reporting: World Casino News