Gambling advertising in Australia: rules, reforms and complaints

What counts as gambling advertising?

Gambling ads are not limited to commercial breaks. Promotions can appear in social media posts, website placements, emails, text messages, affiliate content, influencer promotions, sponsorships and venue signage. Whether a particular appearance is treated as an advertisement depends on its context and the definition in the relevant law or code.

Wagering generally refers to betting on events such as races and sporting competitions. Lotteries, keno and casino-style products are also gambling products, but a rule specifically directed at wagering advertising does not automatically cover them. The Australian Association of National Advertisers (AANA) Wagering Advertising Code applies to advertising and marketing communications for wagering products and services supplied by licensed Australian operators.

An editorial reference or an incidental brand appearance is not necessarily an ad. Equally, an entertainment-focused promotion is not automatically exempt. In June 2026, the Australian Communications and Media Authority (ACMA) found that an SBS casino-resort advertisement also directly promoted gambling activities and breached live-sport advertising rules. SBS disagreed with the finding.

How gambling advertising laws work in Australia

Gambling advertising in Australia is regulated through overlapping national and local rules. The applicable requirements depend not just on who placed the ad, but also on the service being promoted and where and how the audience receives it.

These regulatory layers have different legal status. In particular, an industry advertising standard should not be confused with legislation or a registered broadcasting code.

ACMA lists online casinos, online in-play sports betting, unlicensed sports-betting services and betting on lottery outcomes among prohibited online services. Advertising prohibited interactive gambling services in Australia is also banned. That does not mean every advertisement for a land-based casino or lottery is prohibited.

A licence is not a blanket approval for every advertisement. An ad for a licensed wagering provider may still breach a scheduling rule, a content standard or a state or territory restriction.

• Commonwealth legislation includes the Interactive Gambling Act 2001 and the Broadcasting Services Act 1992.
• Registered broadcast codes and online-content rules impose restrictions on particular services and formats.
• Industry self-regulation includes the AANA Wagering Advertising Code and the Ad Standards complaints process.
• State and territory laws and mandatory codes can add requirements for particular products, operators and communications.

Why state and territory rules matter

Gambling advertising restrictions can differ depending on where an ad is published or received and which product it promotes. The examples below show why an operator should check the relevant local rules as well as national requirements; they are not a complete comparison of every jurisdiction.

Exceptions and definitions matter, especially for direct communications. An approach permitted under one state’s guidance should not be assumed to apply nationally, and Commonwealth rules, including spam requirements, may also be relevant.

• New South Wales: Restrictions cover inducements to participate in gambling or participate frequently, including an inducement to open a betting account. NSW also restricts advertising relating to a sporting event in progress in the state. A disclaimer excluding NSW residents does not, by itself, cure a breach.
• Western Australia: Guidance distinguishes published advertisements from certain direct communications to existing customers. Qualifying direct inducement communications have conditions including express consent and an accessible way to withdraw consent.
• South Australia: Mandatory gambling codes contain advertising and warning-message requirements that vary according to the operator and format.

Gambling ads during sport, on TV and on radio

As at 11 November 2026, ACMA’s guidance for covered TV and radio services says gambling advertising and odds promotion are not allowed during play, and odds promotion is not allowed during breaks. Between 5.00 am and 8.30 pm, the prohibition on gambling advertising or odds promotion extends from five minutes before the published scheduled start until five minutes after play, including breaks.

For example, if a covered daytime match is scheduled to begin at 2.00 pm, the relevant advertising window begins at 1.55 pm. It continues through the match and its breaks until five minutes after play ends. This is an illustration of the existing broadcast rule, not a substitute for checking the service and any applicable exception.

There are exceptions, including for some racing broadcasts, lotteries and incidental references. Their scope depends on the particular rule. These restrictions therefore should not be described as an all-hours ban on every gambling ad during every sporting event.

Commercial free-to-air television also has specific children’s-programme restrictions. ACMA identifies prohibitions during G, C and P programmes from 6.00 am to 8.30 am and from 4.00 pm to 7.00 pm. For other programmes principally directed to children, the window is 5.00 am to 8.30 pm. News, sport and current affairs are excepted from that particular rule, although separate live-sport rules may apply.

Online ads, sponsorship and direct marketing

Online gambling advertising cannot all be assessed under one broadcast rule. Eligible live-sport streams have separate restrictions, with service, time-zone and sport exceptions. An ordinary website placement or social media post needs to be assessed under the rules that apply to that content and the gambling service being promoted.

For example, a covered live match stream can be subject to online live-sport timing rules. An influencer promoting an illegal online casino raises a different issue: ACMA warns that promoting illegal online gambling can breach the law. Platform approval is not proof that an ad complies with Australian law.

Sponsorship can put a gambling brand on venue signage or uniforms without a conventional commercial being shown. The treatment of a particular display depends on the relevant rule, its exceptions and the date. An inducement is an offer intended to encourage gambling or further participation; whether an offer is permitted depends on the applicable law and its exceptions.

Commercial email and SMS are subject to spam requirements, including consent and an unsubscribe facility. Licensed wagering providers must not send marketing messages to people registered with BetStop, the national self-exclusion register. BetStop is separate from the wagering-advertising opt-out register created under the 2026 reforms.

If a betting promotion arrives by SMS, the practical checks are separate: consider consent, whether an unsubscribe facility is provided, the recipient’s BetStop status and any relevant local restrictions. Keeping the message and evidence of an earlier opt-out can help if a complaint is needed.

Why gambling advertising is debated

An Australian Institute of Family Studies online panel survey conducted in July 2022 included 1,765 Australian adults. Of those adults, 78% reported seeing or hearing wagering advertising at least weekly. Among the 770 respondents who both reported exposure and had bet on sport or racing in the previous year, 34% said advertising had prompted them to increase their betting.

Those findings describe what adults reported in that survey. They do not measure children’s exposure or prove that advertising independently caused an individual’s gambling harm.

Public-health and community advocates have raised concerns about normalising betting, exposing children to promotions and affecting people experiencing gambling harm. Sporting bodies have argued that reduced advertising revenue could affect media rights and support for sport. The latter is an industry argument about a possible consequence, not proof of a particular outcome.

Are gambling advertising restrictions changing?

Yes. The Interactive Gambling Amendment (Gambling Reform) Act 2026 has been enacted, but its principal wagering-advertising reforms are scheduled to commence on 1 January 2027. As at 11 November 2026, they should not be described as already applying. Schedule 5 commenced earlier, on 27 August 2026.

The distinction between a recommendation and enacted law matters. The Murphy parliamentary inquiry recommended a phased comprehensive ban on online gambling advertising in June 2023. Parliament later passed a reform bill, but the resulting Act should not be described as a comprehensive ban on advertising every gambling product.

Subject to definitions, exceptions and any subsequent changes, the principal reforms provide for several wagering-specific measures. Their exact application depends on the service, content and circumstances.

The statutory framework for a wagering-advertising opt-out register is separate from BetStop. Applications to the new register are linked to a proclaimed start day, so the commencement of the reform framework does not by itself establish that applications can be made on 1 January 2027.

The Act also contains overnight live-sport provisions and exceptions, including for certain racing services and programmes. Readers and operators should check the latest legislation, commencement instruments and ACMA guidance before relying on a rule or assessing a particular sponsorship or advertisement.

• 28 June 2023: The Murphy inquiry recommended a phased comprehensive ban on online gambling advertising.
• 19 August 2026: Parliament passed the gambling reform bill.
• 26 August 2026: The Act received royal assent.
• 1 January 2027: The principal schedules, including the main wagering-advertising reforms, are scheduled to commence.
• Daytime live sport: A wagering-ad restriction is provided for from 15 minutes before until five minutes after an event between 5.00 am and 8.30 pm.
• Television: A limit of three wagering advertisements per TV hour applies during specified daytime hours, subject to the Act’s scope and exceptions.
• Other measures: The Act includes restrictions involving sporting venues, uniforms, notable people, online advertising and direct inducement marketing to defined at-risk customers.

How to check an ad or make a complaint

Start by recording the date and local time, channel or platform, programme or event, advertiser, product and location. Note what concerned you and keep a screenshot, recording, URL or message where practicable. For direct marketing, retain any earlier unsubscribe request or other evidence of an opt-out.

The right complaint route depends on the kind of ad. A platform report can be useful, but it does not replace a formal complaint to a broadcaster, regulator or advertising complaints body.

These routes reflect the guidance reviewed for this article. Check ACMA’s current complaints advice and the relevant local regulator’s guidance, particularly once the 2027 reforms commence. A complaint does not guarantee a particular enforcement outcome.

• Covered TV or radio live-sport ad or odds promotion: Complain to the broadcaster first. If you are dissatisfied with its response, or it does not respond within 60 days, approach ACMA.
• Covered online live-sport ad: Complain directly to ACMA.
• Ad for a prohibited interactive gambling service: Complain directly to ACMA. Its guidance says complaints can be anonymous.
• Potentially misleading or socially irresponsible wagering ad: Consider Ad Standards under the applicable AANA code. A state or territory regulator may also have a role.
• Email or SMS: Use the unsubscribe facility where appropriate and report suspected spam to ACMA. Keep the message and any earlier opt-out.
• Platform policy concern: Report the content to the platform separately from any formal complaint.

FAQ

Is gambling advertising legal in Australia?

Some gambling advertising is permitted, but legality depends on the product, service, medium, jurisdiction and applicable restrictions. A licensed wagering provider can still publish a non-compliant ad. Advertising a prohibited online gambling service, such as an online casino, is banned.

Are gambling ads allowed during live sport?

Covered broadcasts and online streams face strict restrictions, especially during the daytime, but the rules and exceptions differ by service. As at 11 November 2026, the existing broadcast window generally starts five minutes before the published scheduled start. The 2026 Act provides for a different daytime wagering-ad window when the relevant reforms commence in 2027.

Can gambling ads target children?

Applicable advertising codes restrict wagering content targeting children, and specific restrictions apply to certain children’s programmes on commercial free-to-air TV. Platforms may also have their own policies. These measures do not mean children can never encounter gambling promotions.

Has Australia introduced a complete gambling advertising ban?

No comprehensive ban on every form of gambling advertising was established by the sources reviewed. The 2023 Murphy inquiry recommended a phased comprehensive ban on online gambling advertising, but a recommendation is not law. The 2026 Act enacted substantial wagering-specific restrictions, principally commencing on 1 January 2027.

Is the wagering-advertising opt-out register the same as BetStop?

No. BetStop is a gambling self-exclusion register, and licensed wagering providers must not send marketing messages to registered people. The 2026 Act provides a separate wagering-advertising opt-out register. Applications to that register are linked to a proclaimed start day, so its operational date should be checked before relying on it.

Where can I complain about a gambling ad?

For a covered TV or radio live-sport ad, complain to the broadcaster first; ACMA can be approached if you are dissatisfied or receive no response within 60 days. For covered online live-sport ads and ads for prohibited interactive services, complain directly to ACMA. Ad Standards or a state or territory regulator may also be relevant, depending on the concern.