PointsBet CEO warns of increased complexity and costs following advertising reforms in Australia

The Chief Executive Officer of PointsBet, Andrew Catterall, warns that sports betting operations in Australia will face a more complex and costly landscape following the recent approval of reforms to gaming advertising. After parliamentary approval, the Australian regulatory framework establishes new restrictions and procedures, although the details of implementation are still pending definition.

Advertising Reforms for Gaming Operators in Australia

The government of Anthony Albanese reached an agreement this month with the opposition that modifies gambling legislation. The new measures set a maximum of three betting ads per hour on television between 5:00 and 20:30, introduce a voluntary exclusion option for digital advertising, and phase out sports sponsorships. These restrictions come after a prolonged public and parliamentary debate influenced by the so-called Murphy report, which proposed a complete ban on gambling advertising—although the measures ultimately approved do not go that far.

Several reform organizations criticize the law for being insufficient. They argue that it does not fully reflect the recommendations of the Murphy report and does not comprehensively address public exposure.

Impact on Licensed Operators: Increased Demands and Costs

CEO Andrew Catterall, after the latest annual general meeting of PointsBet, reiterated the company’s commitment to "pragmatic reforms" for the past three years. During that time, PointsBet made preemptive decisions such as voluntarily abandoning major sponsorships with the Manly Sea Eagles and Cronulla Sharks in 2025 and significantly reducing investment in free-to-air television.

"We still expect precise definitions and clear guidelines from the responsible government agencies. For now, it is clear that the operational model for licensed operators in Australia will be more complicated and expensive after the reform," Catterall stated at the investors' meeting.

Despite his supportive stance towards reforms, Catterall noted that the final evaluation will be reserved until all details are known, as operators need certainty to adjust their operations without jeopardizing commercial viability.

Concern over the Illegal Market and Consumer Protection

One of the key points in Catterall's address was the elevated risk that unlicensed offshore operators may indirectly benefit from tougher conditions for regulated players. He pointed out that these providers do not pay taxes in Australia, evade local authority oversight, and pose significant risks for consumer protection.

The CEO urged the Executive to allocate resources and authority to relevant agencies to effectively block activity in the illegal offshore market. He emphasized the technical difficulty of the challenge: "The most important thing is to achieve real-time elimination of illegal digital platforms, but illegal operators are sophisticated, rebranding or hiding behind alternative advertising accounts. Just navigate Instagram to find multiple offshore providers promoting betting or online casino."

International Strategies and References to Combat the Black Market

Catterall proposed international regulatory models as a reference. He highlighted that Canada has managed to channel part of the grey market into legal avenues by regulating the level of data providers: by prohibiting providers from supporting illegal platforms, visibility and access to unlicensed services is reduced. However, he acknowledged that this strategy requires effective international coordination.

He also mentioned New Zealand and the case of Entain's TAB subsidiary. Since New Zealand implemented measures to limit access to foreign operators and enabled online live sports betting, the channeling towards locally licensed operators has improved, according to recent results from Entain.

Catterall warned about the need to effectively restrict commission payments. He emphasized that there are Australian influencers who, acting as intermediaries, promote offshore services in exchange for commissions and called on the government to close that illegal promotion avenue.

Recent Movements of PointsBet and Sector Context

After PointsBet was acquired by the Japanese company MIXI in February 2026, Catterall took over as CEO. The firm also stands out for having launched sports betting operations in Alberta, Canada, since the provincial regulated market opened in July 2026.

The Australian situation represents a case of increasing regulatory complexity, where balancing consumer protection, equitable conditions for licensed operators, and effectiveness against the illegal market remains the main challenge for the sector and authorities. More regulatory details could be defined in the short term, according to statements from the government and market players.