Sydney: Australia has announced sweeping new restrictions on gambling advertising, including a ban on celebrity endorsements and tighter controls on online promotions, in an effort to address mounting public health concerns.
Prime Minister Anthony Albanese said the government will restrict online gambling advertisements to users who are logged into verified accounts and aged over 18. The move comes nearly three years after a government review recommended a complete ban on such advertising, citing escalating public health costs.
Under the new framework, gambling advertisers, who contribute significantly to free-to-air television and sports revenues, will face stricter limits. Television ads will be capped at three per hour between 6:00 am. and 8:30 pm, while a full ban will apply during live sports broadcasts within those hours.
NEWS: We’re cutting gambling ads on TV, radio, online and on the field.
— Anthony Albanese (@AlboMP) April 2, 2026
Not only TV
Additionally, gambling advertisements will be prohibited on the radio during school drop-off and pick-up times. The reforms also include a ban on the use of celebrities and sports stars in gambling promotions, along with restrictions on gambling branding at sports venues and on the uniforms of players and officials.
The package, which will come into effect in 2027, is aimed at reducing children’s exposure to gambling-related content and curbing what the government described as a ‘deluge of advertisements.’ Albanese described the measures as the most significant gambling reforms ever implemented in the country, adding that the government is taking decisive action to address community and public health concerns.
Despite this, critics argue the measures fall short. Tim Costello, chief advocate at the Alliance for Gambling Reform, criticised the opt-out system for online ads, which requires users to actively choose not to see advertisements. Costello argued that the responsibility should lie with gambling companies and platforms rather than parents, stating that no parent would willingly expose their children to such ads.
Gambling remains a major issue in Australia, with losses estimated at A$34 billion ($23 billion) last year, the highest per capita in the world. Public health experts warn that the true cost is even higher, as gambling-related losses often lead to treatment for depression, as well as gambling and alcohol addiction.
Albanese defended the policy, stating that the reforms are designed to minimise children’s exposure to gambling harm while maintaining a balanced approach to regulation.
The new rules are expected to impact major gambling operators, including Flutter Entertainment and Entain. Shares in Tabcorp Holdings fell 1.9 percent in afternoon trading, a steeper decline compared to the 1.1 percent drop in the broader ASX200 benchmark index.
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