Albanese Government Announces Sweeping Gambling Advertising Bans for 2027

The Albanese Government has announced a suite of reforms aimed at severing the link between professional sport and gambling.

The new measures, set to commence on 1 January 2027, target the “saturation” of betting promotions on television, radio, and digital platforms, with a specific focus on protecting children and vulnerable demographics.

The reforms follow intense public pressure and a statutory review of BetStop, the National Self-Exclusion Register.

Prime Minister, Anthony Albanese, emphasised that the changes are designed to rebalance the fan experience.

“What we don’t want is kids growing up thinking that footy and gambling are the same thing,” the Prime Minister stated.

Key Regulatory Changes for Sports and Media

The 2027 framework introduces strict “blackout” periods and physical restrictions that will fundamentally alter the commercial landscape for Australian sporting codes:

• Broadcast Television: Gambling ads will be limited to a maximum of three per hour between 6:00 am and 8:30 pm. In addition, a complete ban will apply during live sport broadcasts within these hours.
• Radio: Betting promotions are prohibited during school drop-off and pick-up windows (8:00 am – 9:00 am and 3:00 pm – 4:00 pm).
• Physical Assets: A total ban on gambling logos on player and official uniforms, as well as all gambling-related signage within sports venues.
• Persona Restrictions: The use of celebrities and professional athletes in gambling advertisements is now prohibited, alongside a ban on “odds-style” promotions during match coverage.
• Digital Platforms: Online ads are banned unless a user is over 18, logged in, and has not opted out of such content.

Criminalising Match-Fixing and Targeting “Pocket Pokies”

Beyond advertising, the government is moving to standardise criminal offences for match-fixing across all states and territories to reduce criminal infiltration in sport. The reforms also take aim at emerging digital products, including a crackdown on “dodgy” online lottery products and a ban on online keno “pocket pokies.”

Minister for Sport Anika Wells noted that the reforms address years of advocacy from parents and fans.

“From 1 January next year, Australians will be able to sit down with their families and cheer on their favourite team without being bombarded,” Wells said.

Commercial and Social Implications

The delay in implementation until 2027 provides a “buffer” for major sporting codes, such as the AFL and NRL, and broadcast partners to pivot their commercial strategies.

Currently, wagering partnerships represent a multi-million dollar revenue stream for Australian sport.

Under the new rules, clubs and leagues will need to seek alternative “Category A” sponsors to replace the prominent kit and stadium real estate currently occupied by betting firms.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.