Australia’s proposed restrictions on gambling advertising are expected to reduce national gambling expenditure by just 0.8%, according to a government impact analysis, as reported by The Guardian.
The report, prepared by the Office of Impact Analysis within the Prime Minister’s department, estimates a yearly reduction of AU$62.7m in gambling spending once the reforms are implemented.
The analysis noted that while a complete ban on gambling advertising would deliver a higher net social benefit, it would also impose substantial financial pressure on media organisations and sporting bodies, particularly grassroots sports that rely heavily on sponsorship revenue.
The Albanese Government’s reform package introduces wide-ranging restrictions across multiple platforms. Gambling advertisements will be banned during live sports broadcasts on television and capped during daytime hours.
Radio advertisements will be prohibited during school drop-off and pick-up times. The reforms also ban the use of celebrities and professional athletes in gambling promotions, remove betting advertisements from stadiums and player uniforms, and prohibit odds-style advertising and keno-type products.
A central feature of the policy is the so-called “triple lock” mechanism for online advertising. Under this framework, gambling ads will be blocked by default on digital platforms unless advertisers can verify that users are over 18, logged into an account and given a clear option to opt out.
The restrictions will apply broadly to streaming services, podcasts, social media platforms, app stores and official websites and applications of major sporting codes such as the AFL and NRL.
The report estimates the cost of regulating the new framework at approximately AU$10m annually.
The proposed reforms are expected to affect 2,461 industry participants, including wagering firms, broadcasters and more
