The Albanese government is facing criticism after reports it will walk back plans to ban online gambling advertising, instead shifting focus toward illegal offshore platforms and the social media influencers who promote them.
According to a report in The Australian Financial Review, Communications Minister Anika Wells is expected to pursue a revised policy that falls short of the sweeping online gambling advertising bans proposed by her predecessor, Michelle Rowland.
The move has already drawn backlash from crossbenchers, gambling reform advocates and some Labor MPs, who say the government is capitulating to pressure from the wagering industry, major sporting codes and broadcasters.
Sources close to the process say the government intends to use the newly announced social media age restrictions for under-16s as justification for avoiding a full ban, arguing that younger audiences will now be better shielded from betting exposure on the platforms.
However, to gambling harm advocates and several MPs, that reasoning does not hold much weight.
Independent MP Kate Chaney, who served on the parliamentary inquiry chaired by the late Labor MP Peta Murphy, called the shift “a gift to the gambling lobby and a betrayal of families who are already paying the price.”
“If the prime minister caves to lobbyists, that will be his legacy,” she added.
Greens senator Sarah Hanson-Young echoed the criticism, declaring the government had softened its stance and reiterating calls for a complete ban.
“Going soft on banning digital and online advertising will leave families vulnerable to the gambling industry vultures,” she said. “We need a full ban on gambling advertising as recommended in the Murphy report.”
Pressure From Industry & Sporting Codes
The original proposal recommended by Murphy’s bipartisan inquiry called for a phased, total ban across all gambling advertising within three years. Former communications minister Michelle Rowland’s plan had sought a ban on social media advertising as well as restrictions around live sport on television and radio, recognising growing concerns over the normalisation of gambling among young Australians.
Wagering companies, major sporting codes and media networks lobbied aggressively against the proposals. Industry stakeholders argued the reforms would strip significant revenue from broadcasters and clubs, while failing to curb illegal offshore operators.
On August 30, 2023, the Prime Minister spent over 90 minutes engaging with key figures such as Network 10’s Beverley McGarvey, Seven Network CEO Jeff Howard, AFL CEO Andrew Dillon, NRL Chairman Peter V’landys, and Cricket Australia’s Nick Hockley. The discussions reportedly focused on the financial impact of advertising restrictions on media revenues and sporting organisations reliant on lucrative gambling sponsorships.
Both the AFL and NRL, which receive substantial revenue from partnerships with bookmakers like Sportsbet, Bet365, and PointsBet, have been among the most vocal opponents of the proposed restrictions.
Free-to-air television networks, which depend on advertising dollars from the gambling industry, have also expressed concerns that limiting gambling ads could further strain their already tight financial positions.
The reported retreat has renewed criticism that the government prioritised industry interests over public harm reduction.
Former Tabcorp chief executive Elmer Funke Kupper, who has previously blasted the government over inaction, warned partial measures would not address exposure risks.
“There are three reasons to go further. Research shows there is a jump in gambling and advertising awareness from 16 to 19-year-olds. And they will keep consuming social media as before. This says a broader social media ban makes sense,” he said.
“Secondly, as children reduce social exposure, they’re likely to consume more mainstream media. We need to be extra vigilant there. And finally, the idea behind a broader ban was to reduce gambling exposure everywhere, for young and old. Similar to smoking. That rationale remains unchanged.”
While he acknowledged that stronger enforcement against illegal offshore operators was needed, Kupper noted it was “irrelevant for this debate”.
Industry Claims Ban Will Backfire
Responsible Wagering Australia, representing Sportsbet, bet365, Picklebet and Pointsbet, has seized on the new policy direction, releasing research showing the total wagering market has doubled from $5.3 billion in 2019 to $10.9 billion, with $3.9 billion attributed to offshore operators.
Chief executive Kai Cantwell said banning licensed operators would be counterproductive.
“Banning licensed operators from social media won’t stop people from gambling; it will simply allow illegal offshore operators to fill the void with predatory ads and huge illegal promotions that target vulnerable Australians and kids,” Cantwell said.
“New research released today shows almost half of all Australians gambling offshore can’t tell the difference between legal and illegal operators, so a blanket ban risks funnelling people straight into the arms of unregulated criminals.”
Cantwell argues reform must focus on reducing volume and exposure, not wiping out regulated advertising entirely.
“Our view is clear that any reforms should reduce the overall volume of advertising and limit exposure for kids and vulnerable people, while keeping wagering in a safe, regulated environment, not in the hands of overseas criminals,” he said.
Political Fracture & Delayed Outcomes
Despite public appetite for reform, the gambling advertising debate remains divisive within the government. Multiple Labor MPs want stronger restrictions, while others have raised concerns about unintended consequences for media revenue, sport sponsorships and enforcement complexity.
Shadow communications minister Melissa McIntosh criticised the government for stalling.
“I’d like to see the government come up with its policy that we can respond to … it’s absolutely essential for not only the sector, the industry, to have some certainty, but for the Australians who have been impacted by gambling harm,” she said.
Independent senator David Pocock warned that half-measures could worsen exposure. “Partial bans do not work and can lead to an increase in gambling ads,” he said.
The Murphy inquiry found that gambling companies are grooming children through pervasive online ads. Advocates argue the government now risks undermining years of research and consensus.
A Complicating Backdrop
The debate comes during heightened scrutiny of gambling influences in sports media. This week, cricket legend Glenn McGrath was dropped from the ABC Ashes commentary team after advising he would appear in a bet365 advertisement.
“The ABC and Glenn McGrath have mutually parted ways for this Ashes. We look forward to seeing Glenn around the grounds throughout the series and would welcome working with him in the future,” the ABC confirmed.
McGrath now joins Mitchell Johnson on the list of commentators removed over betting ties. Meanwhile, former captain Ricky Ponting, who appears in the ad alongside McGrath, continues commentary for Seven, which does not prohibit gambling-linked talent.
For now, no formal announcement is expected until early 2026. But it appears as though the next 12 months will define whether Australia continues to regulate gambling within the global commercial model, or fundamentally reshapes how the industry interacts with sport and media.
