Australia to restrict gambling advertising from 2027

In Australia, Prime Minister Anthony Albanese on April 2 presented a package of reforms to limit gambling advertising, set to take effect on January 1, 2027.

Gambling advertising restrictions in Australia

The measures aim to reduce the volume of advertising and change the rules for its placement across TV, radio, online platforms, and sports environments.

TV advertising limits

Betting ads will be capped at three spots per hour between 6:00 am and 8:30 pm.

During the same period, a full ban will apply to ads shown during live sports broadcasts.

Ban on celebrities in ads

Celebrities and athletes will not be allowed to appear in gambling advertising.

Online and offline restrictions

Online gambling ads will only be available to logged-in users over 18, with an option to opt out.

Ads in stadiums and on kits

Advertising will be removed from stadiums, as well as from players’ and officials’ uniforms.

Radio restrictions

A ban will also apply to gambling ads on radio during school pick-up times.

No full advertising ban

The reform package does not include a full advertising ban, despite recommendations from a parliamentary inquiry published more than 1,000 days ago.

Government position

According to Anthony Albanese, the measures are intended to limit children’s exposure to ads while preserving adults’ access to betting.

Industry and market reaction

Industry groups and operators have criticized the proposed measures.

Industry response

Responsible Wagering Australia described the restrictions as “draconian” and pointed to risks for the sector.

Bookmaker Sportsbet warned of a potential shift of users to illegal offshore operators.

Criticism from reform supporters

Supporters of stricter rules said partial restrictions do not solve the problem and fail to provide sufficient protection.

Context of the Australian gambling market

Australia ranks first globally in gambling losses per capita.

International experience

Several countries, including Italy, Belgium, and Spain, have already introduced full or near-total bans on gambling advertising.