The Australian Communications and Media Authority (ACMA) will introduce updated regulations on gambling advertising to improve consumer protections in a rapidly evolving sector. This initiative aligns with the regulator’s previous crackdowns against gambling influencers and its increasingly critical stance on prediction markets. While ACMA has not disclosed details regarding its intended policies, a full ban on gambling advertising remains unlikely.
The Reforms Aim to Mitigate Gambling Harm
According to ACMA, its focus in 2026 and 2027 will be on enforcement and compliance. The regulator envisions stricter restrictions on gambling advertising, such as a ban on ads during live sporting broadcasts and within certain timeframes. These measures will extend across TV, radio, and online platforms, taking care to address any potential loopholes.
The regulator remains firmly convinced that unrestricted gambling ads can lead to severe financial and social harms that cannot remain unaddressed. ACMA plans to collaborate with operators and other national agencies to protect vulnerable Australians. Crackdowns against illegal operators will intensify, while BetStop, the country’s self-exclusion register, will gain a more prominent position.
We will prioritize law reforms to introduce new restrictions on gambling advertising. We will also undertake investigations and enforcement action where advertisers, broadcasters or online content providers fail to comply with the new requirements.
ACMA statement
These measures build upon Australia’s recently introduced gambling advertising limits. PM Anthony Albanese announced a sweeping set of restrictions set to come into effect from January 2027. Some industry stakeholders rallied against these measures, warning that they could push Australians toward unregulated operators. However, the government appears ready to press on with further reforms.
Several Industry Developments Received Special Attention
The role of online gambling influencers has become especially contentious. In March, ACMA blocked thousands of websites allegedly promoting illegal sports wagering. The regulator also launched investigations into multiple streamers for potential violations, warning that promoting banned products could lead to substantial penalties. ACMA’s newest report indicated that these efforts will continue.
Prediction markets are another sector that faces increased scrutiny. While these platforms insist that their offerings are financial instruments, ACMA concluded that they are often indistinguishable from traditional gambling and threatened to take enforcement action against companies such as Polymarket. The regulator was adamant that prediction platforms could not operate in Australia without a local license.
Despite warnings from the industry, Australia’s regulators appear to be taking a measured and methodical approach to regulation, keeping pace with industry developments while stopping short of drastic enforcement measures. As gambling harm remains a pressing issue across many Australian provinces, many see such centralized reforms as a necessity.