The Australian Government Will Propose a Registry to Exclude Gambling Advertising

The Australian Labor government has proposed a system for consumers to opt-out of receiving gambling advertisements. This change will be included in the Interactive Gambling Reform Bill 2026. The Australian Communications and Media Authority (ACMA) will be responsible for implementing and enforcing the reforms. Additionally, a new tax will be introduced for gambling operators to cover the costs of these measures.

Anika Wells, Minister for Communications, informed Parliament that the introduction of the bill is based on feedback received during engagements with stakeholders. The Labor government has been immersed in a back-and-forth of gambling reforms since the release of the Murphy report in 2023.

Government Responses

"The government has carefully listened to the evidence presented during the recent Senate inquiry and through ongoing engagement with stakeholders," said Wells. "We are particularly concerned about the evidence regarding inducements to gamble and the role these practices may play in encouraging gambling and increasing related harms." The aim is for these reforms to introduce new restrictions on inducement-based marketing and establish a "single registry" for opting-out of gambling advertising.

Costs for Gambling Providers

The bill allows the ACMA to recover the costs of these activities through a tax on licensed interactive gambling service providers. "It is appropriate that the gambling industry, rather than taxpayers, bear the costs of regulating these activities," commented Wells, without providing further details on how the opt-out system will work or additional restrictions on inducements.

Political Collaboration

The bill follows reports of an agreement between Australian Prime Minister Anthony Albanese and the opposition to amend the country’s gambling regulations. Part of these reforms was aimed at addressing gambling marketing and inducements like registration bonuses. The opt-out system is presented as a compromise for those calling for a total ban on gambling advertising in the country.

The "You win some, you lose more" report presented by the late Labor MP Peta Murphy in 2023 recommended such measures.

Additional Advertising Restrictions

In April, the government introduced a series of reforms to gambling advertising that will come into effect on January 1, 2027. The new measures include restricting gambling advertisements on television to a maximum of three per hour between 6 a.m. and 8:30 p.m. Furthermore, a total ban on gambling ads during live sports broadcasts within that timeframe will be introduced, and the appearance of celebrities and athletes in any advertising material will be prohibited. Gambling ads will also be banned in sports venues and on team uniforms, and on online platforms unless users are over 18 years old and logged into an account.