Australians lose more money gambling per person than people almost anywhere else, and betting ads have become unavoidable in sport. Here’s what the new advertising rules change, and why they stopped short of a ban.
Australians lose more money gambling per person than people in almost any other country, according to international estimates. Sports betting has grown rapidly with the rise of smartphone apps, and gambling companies have become some of the biggest advertisers in Australian sport and media.
Many parents, public health experts and sports fans have complained that children are exposed to betting ads constantly while watching sport.
The new rules
In August 2026, Parliament passed new restrictions on gambling advertising. They’re expected to take effect from January 2027.
On TV, gambling ads will be banned during live sport broadcasts between 6am and 8.30pm. The period before and after a sports broadcast in which gambling ads are banned will be extended from five to 15 minutes. Outside live sport, there will be a maximum of three gambling ads an hour on TV between 6am and 8.30pm.
Celebrities and sports stars will no longer be able to appear in gambling ads.
Online, people will be able to use a new opt-out register to stop seeing gambling ads.
Why not a total ban?
In 2023, a parliamentary inquiry led by Labor MP Peta Murphy, who died later that year, recommended a phased total ban on gambling advertising within three years.
The Government chose not to go that far. Broadcasters and sporting codes argued a total ban would cut tens of millions of dollars of revenue they rely on to pay for sports rights and local content, at a time when they face fierce competition from streaming services and tech platforms.
The reaction
Anti-gambling advocates and some MPs welcomed the changes as progress, but argued they fall well short of the inquiry’s recommendations and leave betting companies plenty of ways to advertise, especially online and in the evening.
Broadcasters and gambling companies argued the restrictions are significant and will reduce advertising revenue.
Other measures
Australia has already introduced other gambling reforms, including a ban on using credit cards for online betting from 2024, and BetStop, a national self-exclusion register that lets people block themselves from all licensed online betting services.
Anyone affected by gambling can contact Gambling Help Online or call 1800 858 858.
