Australia Prioritises New Gambling Advertising Reforms Implementation
Jacob Mitchell 
Key Takeaways:
- ACMA prioritises new gambling advertising reforms for 2026-2027.
- Reforms include banning gambling ads during live sports within allocated times.
- Tighter controls will apply to television, radio, and online platforms.
- ACMA will provide guidance and enforce compliance with new rules.
- Regulator will combat "scambling" and target illegal gambling promoters.
- Improved compliance with national self-exclusion register BetStop is a focus.
The Australian Communications and Media Authority (ACMA), serving as Australia’s independent regulator for communications and media, has officially designated the implementation of new reforms concerning gambling advertising as a key compliance and enforcement priority for the 2026-2027 period. This strategic focus is part of the regulator's broader agenda to target areas identified as presenting a high risk of harm to consumers. It also underscores the ACMA's commitment to effectively implementing new rules and regulatory frameworks across its jurisdiction.
Regulatory Framework and Specifics of Reforms
The ACMA's concentrated effort on gambling advertising specifically involves prioritising the implementation of forthcoming law reforms, which are currently awaiting enactment by the Parliament. These proposed legislative changes are designed to introduce significant new restrictions on gambling advertising across various media channels. For example, a key proposal includes a ban on gambling advertising during live sporting events, specifically within allocated timeframes. Furthermore, these reforms will impose tighter controls on gambling advertisements broadcast via television, radio, and online platforms, aiming for a more regulated advertising environment, working within the broader iGaming licensing framework.
To ensure the successful adoption and adherence to these final reforms, the ACMA has committed to providing comprehensive guidance. This guidance is intended to help the industry understand and meet its new obligations effectively. Concurrently, the regulator will actively undertake investigations and initiate enforcement actions against any advertisers, broadcasters, or online content providers found to be non-compliant with the newly established requirements for online gambling in Australia. This dual approach of support and enforcement is crucial for the reforms' efficacy.
Broader Industry Impact and Consumer Protection
Beyond the direct advertising restrictions, the ACMA is also dedicated to preventing the wide-ranging social, financial, and health-related impacts and harms that can arise from gambling. This commitment involves active collaboration with other regulatory bodies and industry partners to combat "scambling" services, which are known to exploit vulnerable Australians. The authority will also specifically target influencers who are found to be promoting illegal gambling services, aiming to disrupt these illicit activities and protect consumers, ensuring they play at trusted safe casinos.
A critical component of the ACMA's strategy for the upcoming year is to drive improved compliance with BetStop, the national self-exclusion register, thereby enhancing player protection measures. These regulatory priorities are being set amidst an ongoing national debate surrounding Australia’s gambling advertising laws, a discussion significantly influenced by a 2023 senate report that advocated for a complete ban on gambling advertising. Although the federal government's recently announced series of reforms stops short of a full ban, they include substantial measures such as prohibiting gambling advertising in sporting venues and on players’ uniforms. Additionally, the reforms introduce a cap on the number of gambling advertisements permitted per hour during the day and enforce a ban on gambling ads during live sports broadcasts before 8:30pm, reflecting a concerted effort to curb exposure.
