The Australian Government has announced a series of reforms aimed at reducing gambling-related harm, including new restrictions on advertising and strengthened enforcement against illegal operators.
Under the proposed measures, gambling advertising on broadcast television will be limited to three advertisements per hour between 6am and 8.30pm.
A full ban will apply to gambling ads during live sports broadcasts within those hours. Additional restrictions will prohibit gambling ads on radio during school drop-off and pick-up times, while online promotions will only be allowed for users who are logged in, aged over 18 and able to opt out.
The reforms also include a ban on the use of celebrities and sports players in gambling advertising, as well as a prohibition on gambling branding within sports venues and on team uniforms.
Alongside advertising controls, the Government plans to introduce further measures targeting product types and enforcement. These include a crackdown on certain online lottery offerings and a ban on online keno-style products described as “pocket pokies”.
Match-fixing offences will be standardised across all states and territories, with the aim of strengthening sports integrity frameworks.
Prime Minister Anthony Albanese said: “We’re getting the balance right here, letting adults have a punt if they want to but also making sure Australian children don’t see betting ads everywhere they look.”
Albanese added: “What we don’t want is kids growing up thinking that footy and gambling are the same thing.”
Minister for Social Services Tanya Plibersek said: “Every Australian knows someone hurt by gambling.”
Plibersek added: “These reforms will put the welfare of young Australians first and play a critical role to help prevent family and domestic violence.”
The Government also confirmed plans to expand financial counselling services, increase public awareness of gambling harms and continue development of the BetStop national self-exclusion register.
Legislation to implement the reforms is expected to be introduced, with measures scheduled to take effect from 1 January 2027.
Australia has increased its enforcement activity in recent years, with the regulator targeting illegal gambling services and unlicensed operators. In Q3 2025, authorities identified 44 breaches across 30 sites and referred 71 websites for blocking under the Interactive Gambling Act.
Gambling advertising will also be prohibited on players’ and officials’ uniforms under the new rules
