The Australian Communications and Media Authority (ACMA) has identified the implementation of the country’s new gambling advertising reforms as one of its key compliance and enforcement priorities for the 2026–27 financial year.
The regulator outlined the initiative as part of its broader compliance program, which also covers telecommunications safeguards, mobile phone equipment standards and 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 in its compliance priorities.
The regulator noted that the proposed reforms would ban gambling advertisements during live sporting events within designated hours while introducing tighter restrictions across television, radio and online platforms.
ACMA said it will provide guidance to broadcasters, advertisers and online content providers to support compliance with the new framework, while also taking enforcement action where breaches are identified. “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 efforts to reduce the social, financial and health harms associated with gambling. The regulator also plans to strengthen cooperation with government agencies and industry stakeholders to combat fraudulent “scambling” services targeting consumers, crack down on influencers promoting illegal offshore gambling operators, disrupt unlawful gambling services and improve compliance with Australia’s national self-exclusion register, BetStop.
The compliance priorities follow the Australian government’s gambling advertising reforms announced by Prime Minister Anthony Albanese in April, described as the country’s most significant overhaul of gambling advertising rules. The measures are intended to reduce gambling-related harm and limit public exposure to gambling advertising, particularly among children.
Under the reforms, from 2027 television gambling advertisements will be limited to three advertisements per hour between 6:00 am and 8:30 pm. Gambling advertisements will also be prohibited during live sports broadcasts within those hours. The government stopped short of introducing a complete ban on online gambling advertising, arguing that removing advertising by licensed operators could drive consumers towards unregulated offshore gambling websites operating outside Australia’s regulatory framework.
The reforms have attracted criticism from public health advocates and anti-gambling campaigners, who continue to call for a phased prohibition on all gambling advertising. In late 2024, the Australian Greens introduced legislation seeking a complete ban, although the proposal was rejected by the Senate. The party has indicated it intends to revisit the issue.
Separately, Australia’s gambling sector continues to adapt to updated anti-money laundering and counter-terrorism financing (AML/CTF) requirements that came into effect in March.
