Australia’s federal government has unveiled a sweeping package of gambling reforms that will fundamentally reshape how betting products are advertised and regulated across the country. Announced by Prime Minister Anthony Albanese alongside Ministers Tanya Plibersek and Anika Wells, the measures are designed to protect children and vulnerable Australians from gambling harm — and will come into force on 1 January 2027.
Minister Anika Wells did not undersell the significance of the package, describing it as the strongest gambling reform in Australia’s history.
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Advertising restrictions — television, radio and digital
The centrepiece of the reforms is a comprehensive overhaul of gambling advertising rules across all major media. Televised gambling ads will be capped at three per hour between 6am and 8.30pm, and banned entirely during live sports broadcasts in that same window. Radio advertising will be prohibited during school drop-off and pick-up periods — specifically 8am to 9am and 3pm to 4pm — targeting the hours when children are most likely to be listening.
On digital platforms, gambling advertisements will be banned unless users are logged in, confirmed as over 18, and given the option to opt out of seeing them. A ban on celebrities and sports personalities appearing in gambling ads will also be introduced, removing one of the most effective tools operators have used to normalise betting among younger audiences.
Sports venues, uniforms and odds-style ads
The reforms extend deep into the world of sport. Gambling advertisements inside sports venues will be banned, as will their appearance on players’ and officials’ uniforms. So-called “odds-style” advertising — promotional content specifically targeting sports fans with betting odds — will also be prohibited, closing a loophole that has been a persistent source of concern for regulators and welfare advocates alike.
Online products, match-fixing and offshore operators
Beyond advertising, the package takes direct aim at online gambling products. Online “pocket pokies” — including online keno — will be banned, and match-fixing will be criminalised with consistent laws introduced across all Australian states. The government has also committed to stronger enforcement against illegal offshore gambling providers, a long-standing gap in the regulatory framework.
Stronger safeguards and financial support
On the consumer protection side, BetStop — Australia’s national self-exclusion register — will be further strengthened following its statutory review. Financial counselling services for gambling-related harm will also be expanded, providing more support pathways for those affected.
The human cost behind the reforms
The government was candid about the social drivers behind the package. Minister Plibersek drew a direct line between problem gambling and family and domestic violence, noting that young men are particularly vulnerable to gambling harm. “Every Australian knows someone hurt by gambling,” she said. “Gambling harm doesn’t just hurt individuals — it can have a devastating impact on families and communities.”
Prime Minister Albanese framed the reforms as striking the right balance between personal freedom and child protection. “We are letting adults have a punt if they want to but also making sure Australian children don’t see betting ads everywhere they look,” he said.
From January 2027, Australian families watching sport together will encounter a very different advertising landscape — and for the government, that is precisely the point.
