Summary
- Australia is enacting a sweeping reform on gambling advertising amid criticism about the measure’s abruptness and its reach
- The country is going to ban influencers and athletes from promoting gambling products, as well as bar sports clubs from displaying gambling advertising
- The idea, argues PM Anthony Albanese, is to offer adults the chance to gamble while protecting children
Australia is moving against gambling advertising after years of criticism that the government has been too inert and allowed too much of it to go around. Now, the country will pass crucial measures in establishing better overall protections targeting consumers and limiting the reach of gambling ads as well as who may feature in such promotional campaigns.
Gambling advertising comes under sudden review in Australia
Australia will, however, not introduce a blanket ban on gambling advertisement, which has drawn criticism from lawmakers as well as trade groups who see advertising as the primary source of gambling-related harm. Responsible Wagering Australia, a trade group representing the industry's interests, has described the measures as draconian and argued that the ban established a dangerous precedent, stating so: Today it's gambling advertising, tomorrow it's alcohol, then it's sugary drinks, fast food, critical minerals and who knows what else comes next. Restricting most of the products pointed out by the RWA, though, would not necessarily be bad. The idea, however, argues Prime Minister Anthony Albanese, is to ensure that adults can still have a punt, but also ensure that children are not exposed to an inundation of gambling advertisements everywhere they look. The newly-proposed measures will come into effect on January 1, 2027, and they will include several new restrictions on who may appear in gambling adverts and where and when such adverts may be shown. For example, TV ads will be limited to three per hour between 6 am and 8:30 pm, and will no longer feature during live sports broadcasts, reminiscent of the whistle-to-whistle ban in the United Kingdom. Gambling ads will also be suspended from the radio during school pick-up and drop-off hours. There is also a prohibition on celebrities and athletes from appearing in gambling spots under the new set of rules. Online platforms must not allow gambling ads unless a person is over 18 years old and logged in, and they should also provide users with an easy option to opt out if they do not wish to see gambling advertisements in the first place. "Every time a government restricts gambling advertising for licensed operators, there is one party that benefits without lifting a finger: the black market. Unlicensed offshore casinos do not follow advertising watersheds, do not pull their ads during live sport, and do not remove celebrity endorsements. While regulated operators comply and scale back their visibility, illegal platforms fill the vacuum. Australia is not reducing the supply of gambling marketing; it is just changing who delivers it.
Contesting opinions over the measure’s effectiveness
Furthermore, gambling ads will not be allowed on official players’ outfits nor at sports venues, which tracks with similar measures undertaken in the United Kingdom. The RWA has argued that the announcement came without prior consultation and compared it to a real kick in the guts. Not everyone criticized the abruptness of the measure, but rather the reach of it. Reverend Tim Costello from the Alliance for Gambling Reform has argued that the measures outlined by the government do not go nearly enough to enact the changes to advertising that are needed to protect consumers. While the debate is set to go on, recent data from Sweden suggests that the spreading of regulated gambling, as well as gambling advertisement, does not necessarily translate into a higher number of problem gamblers.
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