Australia: ACMA to prioritize implementation of gambling advertising reforms for 2026–27

The Australian Communications and Media Authority (ACMA) has named the implementation of new gambling advertising reforms as a compliance and enforcement priority for 2026–27.

The regulator outlined the priority as part of its broader compliance program, which also includes oversight of mobile phone equipment, enforcement of telecommunications safeguards, and regulation of emergency call services.

“We will prioritize the implementation of law reforms (following enactment by the Parliament) that are proposed to introduce new restrictions on gambling advertising,” ACMA said. “For example, gambling advertising is proposed to be banned during live sporting events within allocated times and subject to tighter controls on television, radio and online platforms.”

ACMA said it will support the rollout of the new framework by providing guidance to help industry participants understand and comply with their obligations. “We will also undertake investigations and enforcement action where advertisers, broadcasters or online content providers fail to comply with the new requirements,” the regulator said.

Beyond advertising reforms, ACMA said it will continue working to reduce the social, financial, and health-related harms associated with gambling. It also plans to strengthen collaboration with government agencies and industry stakeholders to combat fraudulent “scambling” services targeting vulnerable Australians, crack down on influencers promoting illegal gambling operators, disrupt unlawful gambling services, and improve compliance with Australia’s national self-exclusion register, BetStop.

The announcement follows the Australian government’s gambling advertising reforms announced by Prime Minister Anthony Albanese in April. Described as the country’s biggest overhaul of gambling advertising rules, the reforms aim to reduce gambling harm and limit public exposure, particularly among children.

From 2027, television gambling advertisements will be capped at three per hour between 6:00 am and 8:30 pm. Gambling ads will also be banned during live sports broadcasts within those hours.

A full ban on online gambling advertising remains off the table. Policymakers argue that banning licensed operators could push consumers toward unregulated offshore gambling sites operating in grey or black markets. 

Albanese has also resisted calls for a complete advertising ban amid pressure from public health groups and anti-gambling campaigners, who argue that partial restrictions are insufficient and continue to push for a phased total ban.

In late 2024, the Australian Greens introduced legislation seeking to ban all gambling advertising. The Senate rejected the proposal, although the party has said it will raise the issue again.

Separately, Australia’s gambling industry is adjusting to updated anti-money laundering and counter-terrorism financing (AML/CTF) rules, which took effect in March.