Poppy Holden opened issue #1: Will the Government's Online Gambling Advertisi...

Poppy Holden
2026-04-09T01:03:42Z

Will the government's online gambling marketing legislation ever eventuate? Don't wager on it

1. David Rowe Emeritus Professor of Cultural Research, Institute for Culture and Society, Western Sydney University

2. Hunter Fujak Senior Lecturer in Sport Management, Deakin University

David Rowe has received financing from the Australian Research Council to support research study relating to this post: Struggling for Possession: The Control and Use of Online Media Sport (with Brett Hutchins, DP0877777); 'A Nation of "Good Sports"? Cultural Citizenship and Sport in Contemporary Australia' (DP130104502), and 'Australian Cultural Fields: National and Transnational Dynamics' (with Tony Bennett et al, DP140101970).

Hunter Fujak does not work for, consult, own shares in or receive financing from any business or organization that would take advantage of this post, and has actually disclosed no relevant associations beyond their scholastic appointment.

Deakin University and Western Sydney University supply funding as members of The Conversation AU.

https://doi.org/10.64628/AA.69ptrywag

As the next federal election emerged before the summer season break, issue increased that Labor wouldn't be honouring its commitment to present brand-new constraints on online (specifically sport) gaming marketing during the current parliamentary sitting.

Those worries were well-founded, despite pressure from numerous sides and broad bipartisan political assistance.

The Greens made a last-ditch effort to comply with the federal government to pass some reforms in the February 2025 sitting, however were rebuffed.

Instead, Communications Minister Michelle Rowland blamed the hold-up on the complexity of marketing reform and the need to continue assessment.

This is regardless of a Legislature query into the harmful effects of online gaming, led by the late Labor MP Peta Murphy, concluding in June 2023.

In the meantime, much less well-researched but wider-ranging legislation banning children under 16 from utilizing social media was presented and passed in simply 8 days in November 2024.

There are both deep historic and immediate political reasons this legislation has actually been slowed down.

A nation of sporting bettors

Professional sport in Australia has an inglorious history of promoting unhealthy products and services, consisting of cigarettes, sweet drinks, quick food, alcohol and betting.

Television and, later, online ads have been particularly reliable automobiles for connecting sport gambling with possible customers.

This has prompted prevalent objections to the health and social consequences and intrusiveness of betting marketing.

There is persuading proof that Australia's world-leading per capita expenditure on gambling and the integral function of sport gambling ads trigger harm to a significant variety of individuals, families and neighborhoods.

Such harm consists of negative results on relationships, health, mental wellness, finances, work and study.

The of sport

Although sport comes third amongst the primary locations of betting in Australia, it is by far the most prominent, especially in homes.

Read more: Pokies? Lotto? Sports wagering? Which forms of problem gambling affect Australians the most?

The so-called gamblification of sport, sped up by digitisation, normalises the principle of betting chances amongst children and young people.

Sport and media's enthusiasm for gambling money has actually provoked strong pushback over its unfavorable social repercussions, with installing public pressure for greater controls on betting marketing.

A current poll found about 72% of those surveyed wished to ban online betting advertisements, while another of AFL fans reported 76% supported tv and radio advertisement prohibits.

The action of and to the Murphy Report

The House of Representatives Standing Committee on Social Policy and Legal Affairs was charged with examining online betting and its effects.

It made 31 recommendations, with rare cross-party assistance, in its "you win some, you lose more" report (which was not only about sport).

Contrary to most public debate and media reporting, it did not officially suggest a blanket restriction on all gambling advertising. Its terms of reference only covered online gaming.

But Murphy's foreword - calling for a "phased, comprehensive ban on all betting advertising on all media; broadcast and online, that leaves no room for circumvention" - caught the most attention.

The main recommendation was for a three-year, four-phase restriction on all kinds of online gaming marketing. Dedicated racing channels and shows were exempted and small neighborhood radio broadcasters offered additional time to comply.

After further consultation lasting practically 18 months, it's clear this adjusted proposition is not favoured by the government.

Journalists were backgrounded about a watered down law capping advertisements for gambling at two per hour per TV channel before 10pm, and banning them for an hour either side of a live sport occasion. A blanket restriction would use just to betting advertisements on social networks and other digital platforms.

Yet even these more modest reforms did not proceed as expected.

The reason, it has actually been commonly reported, was heavy lobbying by the sport, media and betting markets.

High-stakes horse trading

The privileged access to federal government acquired by these sectional interests has had an effective influence on betting legislation.

The Coalition of Major Professional and Participation Sports has actually continually withstood tightening up regulations on sport sponsorship and gambling ads.

It declares their decrease or loss would damage the financial practicality of its members and their assistance for grassroots sport.

However, Australia's significant sports leagues derive significant gambling earnings from direct sources (sponsorship, item costs) and indirectly from the value of media rights.

The AFL and NRL produced cumulative incomes of $1.06 billion and $701 million respectively in 2023.

So while sport leagues would have less capability to monetise their media rights if betting advertisements were decreased, it would neither threaten expert sport in basic nor seriously jeopardise funding of junior participation.

Follow the cash

An Australian Communications and Media Authority report discovered capital city free-to-air television included 1,381 betting areas each day between May 2022 and April 2023.

Gambling business spent $162 million on free-to-air tv advertising during this duration, not consisting of further financial investment on subscription platforms.

As free-to-air industrial TV is currently losing marketing earnings to digital media platforms, constraints on this profitable advertiser classification would not be as easily taken in today as the tobacco advertising prohibits in the 1970s.

This is why sports and their media and betting partners are combating so hard versus the legislation.

And all this capital streaming to and through sport, gaming, and media has produced the possible to cause political damage on betting reforming federal governments.

Negotiations behind closed doors can quickly break out into public projects, akin to the notorious "axe the (carbon) tax" agitation, if effective organisations are not pleased.

Gambling and the young citizen

Sport betting ads in Australia have actually especially targeted boys in a jocular larrikin style. But young females are now likewise being caused to gamble in greater numbers.