Australia’s proposed gambling reform package is facing renewed scrutiny after an investigation into Entain’s handling of self-excluded customers prompted fresh criticism from campaigners and independent MPs.
The Australian Communications and Media Authority (ACMA) recently found more than 500 breaches of the country’s BetStop national self-exclusion system by Entain, the operator behind Ladbrokes and Neds.
According to the regulator, customers who had registered to exclude themselves from online wagering were still able to open accounts, place bets and receive gambling promotions.
The findings arrive as Prime Minister Anthony Albanese prepares legislation aimed at reducing gambling-related harm through tighter advertising restrictions.
Proposed measures include limits on gambling advertisements across broadcast media, a ban on betting promotions during live sports broadcasts and restrictions on so-called “pocket pokies” gaming applications.
The Albanese Government has faced mounting pressure over the pace and scale of reform since a parliamentary inquiry led by late Labor MP Peta Murphy handed down 31 recommendations in 2023, including a phased ban on gambling advertising.
More than 1,000 days later, several recommendations remain unimplemented, drawing criticism from crossbench MPs and gambling harm advocates.
Independent Curtin MP Kate Chaney said the Entain case highlighted broader weaknesses in Australia’s regulatory oversight framework.
Chaney said: “The evidence shows that partial ad bans don't work. The prime minister's comments on gambling reform are consistent with a government that does the bare minimum - tinkering around the edges of meaningful reform.”
ACMA member Carolyn Lidgerwood said self-exclusion systems should prevent customers from accessing licensed wagering platforms entirely.
While Entain acknowledged the breaches and has committed to remediation measures, the absence of financial penalties has intensified debate around enforcement powers available to Australian regulators.
The controversy also comes amid broader discussions around the structure of Australia’s gambling oversight. Unlike several European jurisdictions, Australia does not operate a single national gambling regulator with unified enforcement powers, leaving oversight fragmented across federal and state bodies.
Industry stakeholders have also raised concerns over the proposed reforms. Responsible Wagering Australia CEO Kai Cantwell described the measures as a “kick in the guts” for the country’s regulated online betting sector, which generates an estimated AU$6bn (US$4.3bn) annually.
The debate reflects a wider international trend as governments seek tighter controls on gambling advertising, consumer protection and online wagering compliance.
Several European markets, including Italy, Spain and Belgium, have already introduced extensive restrictions on gambling promotion in recent years.
The Entain findings also follow a separate ACMA investigation launched this week into Ladbrokes over customer inactivity fees linked to dormant betting accounts. The regulator is examining whether emails warning customers about AU$5 monthly inactivity charges breached BetStop rules by failing to inform users of their right to close accounts and reclaim remaining balances through the national self-exclusion system.
Australia’s BetStop self-exclusion register launched nationally in August 2023 and requires licensed wagering operators to close existing betting accounts linked to registered users
