Prime Minister Anthony Albanese announced on 1 April 2026 what he called "the most significant reform on gambling ever implemented" in Australia. The package stops short of a total advertising ban but introduces restrictions that will reshape how betting companies market to Australians.
What the Reforms Include
Starting 1 January 2027, gambling advertisements will be banned during live sports broadcasts between 6am and 8:30pm. Outside of live sport windows, betting companies will be limited to three television ads per hour during the same timeframe.
Celebrities and sports figures will be prohibited from appearing in any gambling advertisements. Gambling branding will be removed from sports venues, player uniforms, and officials' attire.
Online gambling ads will only be permitted to users who are aged 18+, logged into a verified betting account, and have not opted out. Radio gambling ads will be blocked during school pick-up and drop-off times.
The government also plans to ban certain online gambling products that resemble poker machines, including Keno-style apps and casino-style games, and will intensify efforts against illegal offshore operators.
Industry and Advocacy Reactions
Responsible Wagering Australia, the peak body for betting companies, called the regulations "draconian" and warned of a "dangerous precedent" that could affect 30,000 industry jobs.
A spokesperson for Sportsbet said the reforms were "overly blunt" and could push punters toward unregulated offshore sites.
On the other side, the Australian Medical Association's vice president Julian Rait argued that anything less than a comprehensive ban "will continue to expose Australians, especially children, to relentless gambling promotion."
Australia currently has the highest gambling losses per capita in the world. A parliamentary report found Australians lost $31.5 billion on gambling in the 2022-23 financial year, averaging $1,527 per person.
What This Means for Punters
The advertising changes won't affect your ability to bet. Every licensed Australian operator, from dabble to Ladbrokes to bet365, will continue operating. What changes is how aggressively they can market to you. Expect fewer TV ads during sport, no celebrity endorsements, and less branding at stadiums from January 2027. Comparison sites like this one become more important when advertising is restricted, because punters need to find and compare operators without being prompted by ads.