The recently announced reform of gambling advertising in Australia is already drawing criticism from lawmakers. It is a critical issue for the gambling industry since it will significantly influence the marketing strategies of betting brands in television, sport and digital channels.
As The Guardian informs, the communication minister of Australia Anika Wells introduced the gambling reform bill on 2 July 2026. This was three years after a prominent report recommended a complete prohibition of online gambling advertisements. Nevertheless, the new law does not seem that radical.
According to the plan, broadcasters will still have the right to air up to three advertisements per hour between 6 am and 8:30 pm and ban gambling commercials during sport events on that period. The problem is that most significant sport events happen in the evening, and therefore there will be a lot of gambling ads left unregulated.
The pressure mounted on 3 July when an independent senator David Pocock criticized the gambling ad reform bill. As The Guardian informs, he suggested making the current proposal even stronger and considers it a weak basis for discussion in the Senate.
For betting companies, it is not only a political discussion. Any restrictions concerning advertising may influence the operators’ ability to attract new players, offer promotions and operate in the proximity to sport. In case of increasing regulations, gambling brands might use other means, such as apps, retention bonuses and compliant online marketing campaigns.
The news is also interesting from the point of view of New Zealand, where gambling advertising and online player protection are becoming more topical issues for regulation. New Zealanders who are interested in the customer-related aspect of online gambling should visit our homepage first.
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