The Australian government has reportedly retreated from plans to ban gambling advertisements on television, sparking criticism from advocacy groups and political opponents.
The decision follows a series of high-profile meetings between Prime Minister Anthony Albanese and influential leaders from the media, sports, and broadcasting sectors, including representatives from the AFL, NRL, and major television networks.
The Planned Ban and Its Reversal
Earlier proposals to ban gambling ads had gained traction amid growing concerns about the prevalence of betting promotions and their potential harm, particularly on younger Australians. These ads are frequently aired during prime-time sporting events, a practice critics argue normalizes gambling for children and vulnerable populations.
The proposal would have put a ban on all forms of gambling ads on television, radio, newspapers and online within three years. This followed a parliamentary inquiry, chaired by the late Labor MP Peta Murphy.
Then in August of 2024, the Sydney Morning Herald claimed that independent sources within the government confirmed that the ban will be rejected in favor of placing limits on TV ads. The government instead proposes a limit of two gambling ads per hour on every channel until 10pm. There will also be a ban on ads running an hour before and after televised live sporting events.
Recent reports now suggest that after engaging in a “speed-dating” style series of consultations, Prime Minister Albanese has been convinced that the ban is not the way forward.
According to The Australian Financial Review, these meetings included discussions about the “economic importance of gambling advertising to broadcasters and sporting codes.” The Prime Minister reportedly highlighted the need for a “balanced approach” that would not jeopardize the financial viability of major sporting events.
Industry Influence and Economic Concerns
The media and sports industries have been vocal about the potential fallout from a gambling ad prohibition. Television networks and sports leagues argue that gambling revenue is integral to funding broadcasts and grassroots sporting initiatives. According to industry sources, losing this income stream could force organizations to find alternative funding mechanisms or scale back operations.
The AFL and NRL, Australia’s largest sports leagues, reportedly highlighted the dependence of their financial ecosystems on gambling advertising. B&T reported that industry representatives argued gambling advertising “helps keep ticket prices affordable for fans and funds community programs.”
Public and Political Reaction
Critics have been swift to condemn the government’s apparent backtracking, accusing it of prioritizing corporate interests over public health. Advocacy groups, including those focused on problem gambling, have expressed disappointment, arguing that the government has squandered an opportunity to reduce gambling-related harm.
Carol Bennett, CEO of the Alliance for Gambling Reform, spoke of the potential for no outright ban saying:
“This decision is a betrayal of communities suffering from the devastating impacts of gambling. We expected action, not retreat.”
Opposition leaders have also seized on the issue, with one spokesperson describing the reversal as “a capitulation to the powerful interests of big gambling and media.”
Future Implications
While the government’s change of heart might placate industry stakeholders, it risks alienating voters who support stronger gambling regulations. In 2023, the Australian Institute released research from study revealing that 70% of Australians want gambling ads banned on TV.
The move also sets the stage for potential electoral debates over the balance between economic considerations and social responsibility.
Olivia has worked as an editor and writer for major brands across multiple niches. She now focuses on the iGaming and sports betting industries.