Australia Implements Sweeping Gambling Ad Restrictions Three Years After Landmark Murphy Report Recommendations

The Australian government announces major gambling reforms for 2027, including ad caps, jersey branding bans, and new protections for children and families.

By: AXL Media

Published: Apr 2, 2026, 8:32 AM EDT

Source: The information in this article was sourced from iGB

A Decisive Shift in National Betting Regulation

Prime Minister Anthony Albanese, alongside Ministers Tanya Plibersek and Anika Wells, has announced the most significant gambling reforms in Australian history. Starting January 1, 2027, the government will enforce strict limitations on where and when wagering companies can market their services. These measures are designed to break the perceived link between professional sports and gambling, specifically targeting the saturation of ads that children encounter during daily broadcasts and live events.

New Constraints on Broadcast and Digital Media

Under the new protocols, televised gambling advertisements will be restricted to a maximum of three per hour between 6:00 am and 8:30 pm. Furthermore, a total ban on these ads will apply during live sports broadcasts within that same daytime window. Radio broadcasters are also facing new hurdles, with a prohibition on gambling content during morning and afternoon school transit periods. Digital platforms must now ensure that gambling marketing is only visible to logged-in users over the age of 18, who must also be provided with a clear option to opt out.

Eliminating Gambling Branding From the Field of Play

The reforms extend directly into the stadium and onto the athletes themselves, banning gambling logos from sports uniforms and official attire. Additionally, the government is outlawing gambling advertisements inside sports venues and prohibiting "odds-style" promotions that target fans during matches. To further distance the industry from popular culture, celebrities and professional athletes will no longer be permitted to appear in any gambling-related commercial content, a move aimed at reducing the glamorization of betting for young audiences.