The federal government is making further restrictions on gambling advertising, including blackout periods and opt-out mechanisms.
The changes in legislation introduced to parliament, following a Senate inquiry into the industry, have also been backed by the federal opposition.
The gambling and gaming industry spent an estimated $187.75 million on advertising in 2024, down from $239 million in the previous year, according to Nielsen Ad Intel. Most was on free-to-air TV (68%).
The reforms target inducements, advertising blackout periods and opt-out mechanisms, with gambling companies required to cover the costs.
The direct marketing of inducements will be banned for 14 days after registering, banned for three months after a person deregisters from BetStop and banned indefinitely to all customers identified as at risk of gambling-related harm.
Any commissions to staff or affiliates based on customer activity will also now be prohibited.
The existing reform provisions have also been strengthened with intention to further reduce children’s and vulnerable people's exposure to wagering advertising.
Changes include extending the advertising blackout period to cover 15 miniature prior to live sports matches, restricting any advertising during children’s programming, mirroring restrictions on live sport that exist on broadcast for online services, and beginning live sports and frequency cap ad restrictions at 5am instead of 6am.
The government has also pledged to establish a Wagering Advertising Opt-out Register, allowing people to indicate if they do not want to see wagering ads online and have that preference applied across online services.
The Australian Communications and Media Authority (ACMA) has been tasked with developing this Opt-out Register, with development costs for the service recovered from wagering service providers.
Gambling companies will also be required to pay for the new restrictions on inducements.
For online services, the changes also require opt-out functionality to be easily accessible and prominent for users.
These new laws will be monitored and enforced by the independent regulator ACMA, with a review after three years.
"We have listened to the range of views across the community and the Parliament, which showed us the most toxic version of inducements – and we are taking action to address this,” said Anika Wells, minister for communications and minister for sport.
"The reforms introduced to Parliament represent the most significant reforms to online gambling in Australia’s history.
"This package of reforms minimises children’s exposure to wagering advertising, takes action on predatory inducements and cracks down on illegal gambling operators."
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