Australia is moving closer to a major overhaul of gambling advertising rules after the government and opposition Coalition reached agreement on an amended reform package, despite a Senate committee raising concerns over whether several measures go far enough.
The changes centre on the Interactive Gambling Amendment (Gambling Reform) Bill 2026, which was referred to the Senate Environment and Communications Legislation Committee on 1 July. The committee delivered its report on 17 August after receiving extensive evidence from public-health experts, people affected by gambling harm, broadcasters, wagering operators, regulators and state authorities.
Communications Minister Anika Wells introduced additional provisions during parliamentary debate, including the creation of a national register allowing Australians to opt out of gambling advertising. The measure forms part of the agreement reached between the Labor government and the Coalition.
Digital platforms face new advertising controls
Under the amended framework, online platforms carrying gambling promotions would be required to operate a three-part protection system. Users would need to be logged into an account, their age would have to be verified and they would need access to a mechanism allowing them to opt out of receiving wagering advertising.
Streaming platforms including 9Now and 7plus would also come under advertising restrictions comparable with those applying to traditional free-to-air television. Celebrity, athlete and social-media influencer endorsements of gambling products would be prohibited.
The Australian Communications and Media Authority would receive additional enforcement powers, including the ability to require online content services to introduce or display relevant opt-out features. Operators that fail to comply with a direction within 30 days could face penalties.
However, evidence considered by the Senate committee questioned whether an opt-out model would provide sufficient protection. Submitters argued that consumers frequently leave default settings unchanged, potentially limiting the effectiveness of a system that requires individuals to actively remove themselves from gambling marketing.
Sports betting blackout widened
The government has also strengthened restrictions surrounding sports broadcasts. The pre-event blackout on wagering advertising will increase from five minutes to 15 minutes, while the daily television restriction will begin at 5am rather than 6am.
That would produce a 15.5-hour restricted period running until 8.30pm. The Senate inquiry nevertheless heard concerns that children commonly continue watching live sporting events after 8.30pm, meaning the revised timetable would not eliminate their exposure to betting advertisements.
The package remains less extensive than the phased nationwide prohibition proposed by the parliamentary inquiry led by the late MP Peta Murphy in 2023. That earlier report recommended ultimately banning online gambling advertising and sponsorship across all media.
Customer-linked commissions targeted
Another significant provision would prevent wagering operators from paying commissions, bonuses or similar performance-based incentives to employees, agents or third parties when those payments are linked to acquiring, retaining, reactivating or managing customers.
The measure follows evidence presented during the inquiry about incentives used to encourage high-value customers to continue gambling. Standard breaches could attract civil penalties of up to 1,000 penalty units, while attempts to structure arrangements specifically to avoid the prohibition could result in penalties of up to 7,500 units. The anti-avoidance provisions would also extend to relevant offshore arrangements.
Industry group Responsible Wagering Australia has opposed parts of the package, warning that tighter controls could encourage some bettors to move toward unlicensed offshore operators. It has also questioned whether the new national advertising opt-out system can be developed and implemented within the proposed timetable.
The Senate committee ultimately recommended that the two bills covered by its inquiry proceed, while calling for changes to strengthen protections against gambling harm. The gambling reform legislation remains before parliament, with the government intending the new framework to take effect from 1 January 2027.