What Australia's Gambling Reforms Actually Mean for Players

Without question, the headline reform is the government’s crackdown on gambling advertising.

From 1 January 2027, Australians should begin seeing fewer gambling advertisements during live sport, stricter limits on television and radio commercials, and the gradual removal of gambling branding from professional sports jerseys and stadiums. The legislation, if passed, also prohibits the use of athletes and celebrities in gambling promotions while introducing tighter rules for online advertising aimed at adult audiences.

On paper, these are all significant changes. Similar measures were introduced in the United Kingdom, and, according to a recent study, succeeded in reducing viewers’ exposure to gambling advertising during live football broadcasts, particularly among children. However, the same study also found that advertising largely shifted to other parts of the broadcast, and the broader evidence about how advertising restrictions lead to lower gambling harm remains inconclusive.

Australia may well experience a similar outcome. Fewer betting advertisements during sporting events should reduce the visibility of gambling, particularly for younger audiences, and few would argue against that objective. But for adults who already gamble, the practical impact is likely to be very modest. The reforms are unlikely to change the gaming preferences of Australians or significantly alter how they access gambling services.

Where the legislation could have a more meaningful impact is over the longer term. By reducing young Australians’ exposure to gambling advertising during sport and across digital media, the reforms aim to normalise gambling less for future generations. Whether that translates into lower participation rates or reduced gambling harm remains to be seen, but if there are any measurable benefits, they’re likely to emerge in years or even decades.

One reason the reforms have attracted criticism is the gap between the government’s legislation and the recommendations made by the late MP Peta Murphy in her parliamentary report.

Published in 2023 after a year-long investigation into online gambling and its impact on Australians, the Murphy Review contained 31 recommendations that were seen by many as the ‘blueprint for the country’s biggest gambling overhaul in decades.’

While the Albanese Government has adopted some of the inquiry’s recommendations, particularly those relating to advertising and consumer protection, many of its most ambitious proposals have not been included in the legislation.

Whether that’s a missed opportunity or simply a more realistic approach to gambling reform will ultimately depend on who you ask. Ultimately, the legislation is far narrower than many had anticipated, meaning that once the new rules take effect, most Australians will notice very little difference in the way they gamble.