Gambling advertisements will be capped on television, radio and online under reforms announced by prime minister Anthony Albanese.
The restrictions come more than 1,000 days after the government received a report recommending changes.
Televised gambling advertisements for betting agencies will be capped at three advertisements per hour between 6am and 8.30pm.
Radio gambling ads will be banned during school pick-up and drop-off times, and cross-promotion content mixing commentary with odds will be prohibited.
Advertising on players and officials' jerseys and jumpers, as well as within stadiums, will also be banned.
Celebrities and sports players will be prohibited from endorsing gambling ads, along with odds-style ads targeting sports fans.
Online gambling advertising will also be banned, unless the user verifies their identity as being over 18, similar to e-safety restrictions, and has the opportunity to opt out.
Illegal offshore gambling sites, online casinos, sportsbooks or wagering platforms that operate without an Australian licence, will be blocked.
Responsible Wagering Australia has identified this market as costing Australians almost $4 billion each year, growing at 2.5 times the rate of the legal licensed and regulated market.
The government will also ban online pocket pokies, or Keno-type products, which it identified as responsible for a "huge percentage" of Australian gambling losses.
"We will keep building on the success of BetStop, promoting and strengthening a program that is changing lives," said Albanese in an address to the National Press Club
The crackdowns aim to balance the interests of adult punters while ensuring children do not see betting advertisements everywhere they look.
"Because we don't want kids growing up thinking that footy and gambling are inextricably linked," said Albanese.
The government has also pledged to expand financial counselling support for gambling and increase public awareness of online gambling harm.
Responsible Wagering Australia (RWA), an independent peak body for Australian licensed wagering service providers, issued a statement expressing "deep disappointment" at the federal government's further restrictions, adding it will "keenly await further detail to understand the impact of these draconian measures."
CEO Kai Cantwell opposed the new reforms, citing the economy and the industry.
"We acknowledge advertising levels were too high in the past but we've listened and we've acted by taking steps to significantly reduce the total volume of ads," said Cantwell.
"But this announcement, with no heads up and no genuine consultation, is a real kick in the guts for the industry. This sector contributes almost $6 billion to the Australian economy, supports around 30,000 jobs, and provides critical funding to sport, racing and broadcast industries across the country."
Cantwell pointed to the risk of driving gamblers to illegal offshore operators.
"If the licensed market is overregulated, Australians won't stop gambling. They will go offshore to operators with no consumer protections, no oversight, and no contribution to the Australian economy, sport or racing."
Reforms are scheduled for January 1, 2027.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.