Australia approved a new package of rules for the betting market that limits advertising on sports broadcasts, bans campaigns with athletes and influencers, and expands powers against illegal operators. The measures were announced by the Australian government on Wednesday (19), after the approval of the Interactive Gambling Amendment (Gambling Reform) Bill 2026 by Parliament.
The changes affect television, radio, digital platforms, stadiums and promotional activities of betting operators. The package also strengthens the national self-exclusion system BetStop and creates new restrictions on offers targeted at consumers considered vulnerable.
Betting loses ground in sports broadcasts
The new legislation bans betting ads during live sports events between 5 a.m. and 20:30. The restriction begins 15 minutes before the broadcast and remains until five minutes after the end of the event.
Stadiums will also be barred from displaying betting advertising, while athletes' and referees' uniforms are excluded from this type of sponsorship. Celebrities, influencers and sportspeople also cannot be used to promote wagering services.
On television, a maximum of three ads per hour will be allowed between 5 a.m. and 20:30. On radio, advertising will be banned during school start and end times.
Digital platforms will have their own rules: betting ads may only be shown to users with an authenticated account, aged 18 and over, and with the ability to refuse this type of advertising.
The government also provides for a centralized registry so that consumers can request the exclusion of betting ads on the services they use.
Government expands crackdown on illegal operators
Banks and payment systems will be able to block transactions destined for illegal operators. The Australian Communications and Media Authority (ACMA) will also receive additional powers to speed up the blocking of sites that operate outside local rules.
The package also bans online keno modalities known as “pocket pokies” and foreign lotteries with results linked to draws held in other countries.
Betting operators will also face restrictions on sending promotional incentives. This type of marketing will be blocked in the first 14 days after a customer registers, for three months after the customer leaves BetStop, and for users identified as vulnerable to gambling-related harm.
In addition to the main reform, Parliament approved two laws that allow recovering from the sector's own companies the costs of the advertising exclusion registry, the new promotional restrictions, and the operation of mechanisms linked to BetStop.
