Australia’s federal government announced a comprehensive package of gambling advertising restrictions on April 2, 2026, targeting wagering promotions across broadcast TV, radio, live sports, venues, and digital platforms. The reforms represent the most significant crackdown on gambling advertising in Australian history and are scheduled to take effect from January 1, 2027, pending legislation to be developed throughout 2026.
The headline measure is a complete ban on online gambling advertising during live sports broadcasts on television — applying from one hour before kickoff through one hour after the final whistle, between 6 a.m. and 8:30 p.m. Outside live sport windows, betting ads on broadcast TV are capped at a maximum of three per hour during those same daytime hours.
The package also covers:
- Sports venues and uniforms — gambling advertising is banned at sporting venues and on players’ and officials’ uniforms, covering the AFL, NRL, cricket, and other major codes. Gambling sponsorship revenue across those competitions is estimated at more than A$300 million annually.
- Celebrities and athletes — professional athletes and celebrities are prohibited from appearing in gambling advertisements across all media.
- Radio — gambling ads are blocked during school drop-off and pick-up windows: 8:30–9 a.m. and 2:45–3:30 p.m. on weekdays.
- Digital platforms — online gambling advertising is permitted only where the viewer is confirmed as at least 18 years old and has previously logged into a verified betting account on the same device.
The reforms stop short of the full advertising ban recommended by a parliamentary inquiry in 2023. Prime Minister Anthony Albanese confirmed the government’s focus on harm reduction without a total prohibition, citing concerns that a full ban could drive players toward unregulated offshore operators. Communications Minister Michelle Rowland estimated the measures will reduce gambling ad exposure for Australians under 25 by approximately 80%.
The restrictions apply to all online wagering operators in Australia, including Bet365, Sportsbet, and TAB. Legislation implementing the reforms will need to pass parliament before the January 1, 2027 implementation date — a timeline that leaves room for lobbying and potential amendment, but with the government holding a clear majority, passage is widely expected.
