Australia is moving to tighten its grip on gambling ads, but the plan is already dividing opinion. The Albanese government is presenting the changes as “strong action” to curb harm, while critics argue the policy has been watered down and delayed to the point where its impact may be limited.

Set to take effect on January 1, 2027, the reforms aim to cut back the sheer volume of betting promotions across television, radio, online platforms and live sport. They also bring in new rules targeting illegal operators and evolving betting products that have slipped through older regulatory frameworks.

Prime Minister Anthony Albanese said the government was “taking decisive action to tackle the community and public health concerns associated with gambling,” adding that the intent was to ensure “Australian children don’t see betting ads everywhere they look” while still allowing adults to gamble legally. Communications Minister Anika Wells said the changes are designed to “break the connection between wagering and sport” and “minimise children’s exposure to wagering advertising.”

Why Australia says gambling ads reform is necessary

Officials are leaning heavily on evidence that gambling harm is widespread and costly. The Office of Impact analysis frames the issue as a “significant public health concern,” pointing to more than $32 billion in annual losses across Australia, but it argues that the figures only tell part of the story.

The same assessment links gambling to a range of social and personal harms, including mental health challenges, family strain and wider community impacts. When the effects are included, the estimated cost of wagering harm alone rises to $26.8 billion each year.

Advertising is treated as a central driver. According to the report, “wagering advertising is a key influence in initiating wagering” and contributes to the “normalisation of gambling,” particularly among young people and those already vulnerable. Evidence cited ...