The short version
- The Australian government has secured opposition support for gambling advertising reforms that fall short of a total ban on inducements and wagering ads.
- Two Coalition members crossed the floor to oppose the deal, arguing it relies too heavily on self-regulation by betting companies.
- An opt-out register for advertisements is planned but faces implementation delays and industry skepticism regarding cost and privacy.
The Australian Parliament is poised to pass new legislation restricting gambling advertising this week, following a negotiated agreement between the governing Labor Party and the opposition Coalition. The deal ensures the bill’s passage despite significant internal dissent within the Coalition, where two members crossed the floor to vote against the final amendments. These lawmakers argued that the proposed reforms are insufficiently robust and place excessive trust in the integrity of gambling operators.
The legislation arrives more than three years after the release of a landmark report by the late Labor MP Peta Murphy, which recommended a comprehensive ban on both gambling inducements and wagering advertisements. The final version of the bill, shaped by bipartisan compromise, does not adopt either of those core recommendations. Instead, it introduces a regulatory framework centered on consumer choice rather than prohibition, marking a significant departure from the stricter measures initially advocated by public health advocates.
Central to the agreement is the creation of a centralized opt-out register, referred to in parliamentary debate as AdStop, though this may not be its official designation. This system will allow Australians to elect not to receive gambling advertisements across various platforms. Government sources indicate that establishing this infrastructure could take up to twelve months, making it unlikely to be operational by the start of 2027. The complexity of the system has been acknowledged by officials, who concede that technical and logistical challenges remain.
The Coalition’s shadow communications minister stated that the concept for the register originated from their party. Under this model, any entity seeking to display gambling ads online would be required to check the register to ensure compliance with opt-out requests. This mechanism aims to create a uniform standard across publishers, ensuring that individuals who have registered their preference are shielded from targeted marketing regardless of the platform they use.
Specific restrictions on inducements have also been codified in the amendments. Advertising for bonuses or free bets will be prohibited for customers identified as being at risk of gambling-related harm. Additionally, a fourteen-day ban on such ads applies after a new user signs up with a wagering service, and a three-month restriction follows deregistration from the existing self-exclusion scheme known as BetStop. The bill also eliminates commissions based on customer losses for gambling staff and affiliates, targeting what officials described as the most toxic forms of promotional activity.
Industry representatives have expressed skepticism regarding the practicality and impact of these changes. Kai Cantwell, chief executive of Responsible Wagering Australia, characterized the reforms as unnecessary and overly complex. He warned that limiting promotions could drive consumers toward unregulated offshore markets, where they would lack access to consumer protections, support services, or contributions to local sports and racing industries. Gambling companies have also raised concerns about the costs associated with maintaining the new register and potential privacy issues related to user data handling.
Further adjustments to the original proposal include extending the blackout period for advertisements before live sporting events from five minutes to fifteen minutes. The restriction on television ads, previously limited to three per hour starting at 6 a.m., now begins at 5 a.m. Additional measures ban gambling advertisements during children’s programming and prohibit ads on player jerseys and within stadiums. A triple-lock system for online advertising requires users to be over eighteen, logged in, and presented with an opt-out option.
The reforms will be overseen by the Australian Communications and Media Authority and are subject to a statutory review after three years. Despite the bipartisan agreement, tensions remain evident on the crossbench. Independent MP Zali Steggall criticized the process, noting that non-majority parties were not given adequate time to consider amendments before the deal was finalized. At least two Liberal senators may also cross the floor when the bill reaches the upper house, suggesting further debate ahead.
Critics within the Coalition, including Andrew Wallace and Pat Conaghan, argued that the parliament should have adopted an opt-in approach for inducements rather than relying on self-exclusion mechanisms. They contended that the current reforms do not go far enough to correct harmful industry practices. As the bill moves through its final stages, the effectiveness of the opt-out register and the broader impact on gambling harm reduction will remain subjects of intense scrutiny and political debate.
Sources behind this briefing
Go to the original reporting
- The Guardian World↗Coalition MPs cross floor over ‘weak’ gambling crackdown as major parties strike deal
