Key Moments:
- Australia’s gambling sector has called for precise advertising guidelines while awaiting the government’s formal response to wide-ranging regulatory recommendations.
- Recent research shows that nearly 3.5 million Australians are classified as problem or at-risk gamblers, marking a 22 percent rise within the past year.
- Industry groups have proposed targeted restrictions, such as advertising caps per hour and advanced age-verification online, urging a balanced regulatory approach.
Calls for Direction Amid Regulatory Uncertainty
Australia’s gambling industry has asked the Federal Government to clarify upcoming advertising regulations as a potential blanket ban on all gambling advertisements remains under debate. Operators report ongoing uncertainty since the mid-2023 parliamentary inquiry into online gambling-related harm. While the inquiry outlined significant reform proposals, official government guidance has yet to be published, leaving businesses unsure about how swiftly new rules might be implemented.
Rise in Problem Gambling Intensifies Pressure
New research from Roy Morgan reveals that almost 3.5 million Australians now fall into either problem or at-risk gambling categories, with over 600,000 reporting compulsive gambling tendencies. This marks a 22 percent increase in these figures over the past year, based on a survey of nearly 17,000 adults. These trends are fueling urgency in policy conversations concerning gambling harm reduction.
| Category | Current Estimate | Change Over Past Year |
|---|---|---|
| Problem or At-Risk Gamblers | 3.5 million | +22% |
| Compulsive Behavior Reported | 600,000+ | Not specified |
Industry Responses to Potential Advertising Restrictions
The parliamentary inquiry recommended phasing out gambling ads, tightening controls on bonus offers, and eliminating referral commissions. Harm reduction advocates continue to call for a total advertising ban, citing the influence of promotions on risky behavior, particularly among younger audiences.
While industry leaders have generally welcomed tighter controls, they warn that excessively restrictive measures could inadvertently push bettors to use offshore, unregulated websites. Industry representatives highlight that regulated operators fulfill compliance requirements, provide dispute resolution, and pay taxes, contrasting with offerings outside of licensed channels.
Targeted Measures and Voluntary Steps
Responsible Wagering Australia has echoed concerns about unintended consequences, supporting consumer protections such as limiting TV gambling ads per hour, restricting radio ads during school travel times, and strengthening online age checks. The organization advocates for practical, focused interventions over broad bans.
Discussions now include setting hourly advertising limits and modifying blackout periods around live sports. Reports indicate that operators favor a cap of three ads per hour and shorter blackout durations, differing from the longer blackouts previously considered by the government.
Digital Age Verification and Market Adjustments
Operators have proposed further safeguards, including age-gated advertising online. Mandatory age verification is planned for social media platforms in December, and similar technology could be applied to streaming platforms, supporting both adult opt-outs and child protections.
Leading wagering firms have taken some voluntary measures such as reducing live-odds promotions and changing affiliate commission models. Nonetheless, campaigners continue to criticize the industry, noting that incentives like bonus bets are still available and asserting that self-regulation is insufficient.
Regulatory Developments and Policy Balance
Federal officials have reiterated that more changes are forthcoming. In Victoria, authorities have pursued further action, launching an awareness campaign with prominent athletes and placing increased compliance emphasis in the latest annual regulatory plan.
As advocacy groups, broadcasters, sporting bodies, and gambling businesses press for solutions, regulators face significant pressure to reduce consumer harm while keeping enough oversight to prevent bettors from shifting to illegal offshore markets.
- Author
Daniel Williams
