PointsBet CEO Warns Australian Operators Face Higher Costs After Advertising Reforms

Australia’s gambling operators are set to contend with a significantly more complex and costly regulatory environment following sweeping advertising reforms passed by the federal parliament in August 2026. Andrew Catterall, CEO of PointsBet, stated at the company’s annual general meeting that licensed wagering businesses now face stricter ad restrictions and new compliance demands while uncertainties remain over key definitions and implementation details from relevant authorities.

Ad Reforms Introduce Higher Compliance Costs for Australian Operators

The new gambling advertising reforms, agreed by the Albanese government and Opposition, restrict TV ad volume to three per hour between 5am and 8.30pm, introduce opt-out mechanisms for online advertising, and begin phasing out sporting sponsorships by wagering companies. Reform proponents contend these provisions do not fully align with the recommendations of the Murphy report, which advocated a total ban on gambling ads.

PointsBet had already taken steps to adapt, voluntarily ending its major sponsorship agreements with the Manly Sea Eagles and Cronulla Sharks in 2025 and reducing its free-to-air TV advertising spend. However, Catterall stressed that operators have yet to receive definitive guidance on several core aspects of the reforms. He remarked:

"We are still awaiting precise definitions and firm guidance from the relevant government agencies on the suite of reforms, so will reserve judgement on the package until we've seen the detail." — Andrew Catterall, CEO, PointsBet

The CEO anticipates that the combination of intensified regulatory requirements and operational complexity will raise ongoing costs for licensed operators in Australia.

Focus on Combatting Offshore Gambling as Regulatory Priorities Shift

Catterall called on the Australian government to keep the disruption and blocking of illegal offshore gambling operators as a central priority while the new regulatory frameworks are rolled out. He warned that introducing significant compliance hurdles without robust enforcement could benefit unlicensed betting sites lacking obligations toward Australian law, taxation, or consumer protection.

Catterall’s experience since stepping into the CEO role in February 2026—following PointsBet’s acquisition by Japanese conglomerate MIXI—has highlighted how sophisticated offshore entities evade detection. He observed the need for real-time digital platform take-downs, noting that “these operators…phoenix their brands or conceal them under other advertising accounts,” and that illegal betting offers are easily visible on popular social media platforms.

International Benchmarks: Canada and New Zealand Approaches

Suggesting measures the Australian government might consider, Catterall referenced regulatory models from Canada and New Zealand. In Canada, oversight extends to obligating data providers not to supply betting data to the unlicensed market, facilitating effective channelisation. He also cited Entain’s licensed operations with the New Zealand TAB and the country’s implementation of a ‘ring fence’ alongside legal in-play online sports betting as successful examples for shifting betting activity to regulated channels.

He added:

“We would encourage the government to go really hard on the restriction of commissions. We know there are Australian-based influencers who get commissions from offshore operators by advertising and promoting services online—that needs to be shut down.” — Andrew Catterall, CEO, PointsBet

Pressures and Unresolved Issues for Licensed Operators

Although PointsBet and other regulated firms have shown willingness to adjust commercial strategy by reducing exposure to traditional marketing channels, they remain concerned about clarity on the specifics of the new rules. Agencies charged with enforcement have not yet issued detailed operational guidance, leaving operators in a holding pattern for compliance planning and cost estimation.

With licensed operators facing increasing restrictions and uncertainty, Catterall highlighted the risk that insufficient regulatory precision or enforcement might drive customers toward illegal markets, undermining consumer safety and eroding the tax base. He advocates ensuring agencies possess both the authority and resources to combat black market operations, particularly online.

Context: PointsBet’s Position and Wider Market Developments

PointsBet was among the operators entering Alberta’s regulated sports betting market in July, continuing its expansion into new regulated jurisdictions. As Australia’s own regulatory landscape tightens, Catterall’s call echoes wider industry apprehension about balancing effective harm minimisation with market sustainability. The coming months will likely test operators’ agility as details emerge from government agencies and the advertising reforms are implemented across the sector.

Regulatory changes, evolving enforcement tactics, and the global nature of digital gambling platforms will remain in focus for the Australian market, presenting ongoing compliance and strategic challenges for licensed stakeholders. For more updates on compliance requirements and legislative changes affecting Australian brands, follow our regulation section.