Gambling Ad Crackdown Draws Fire as Advocates Say Children Remain Exposed

The federal government’s long-awaited response to Australia’s gambling advertising crisis has landed with a thud among reform advocates, who argue the measures fall far short of what was promised after one of the country’s most significant inquiries into gambling harm.

Instead of embracing the sweeping restrictions proposed by the late Peta Murphy’s parliamentary inquiry, the government has opted for a narrower package focused on limiting wagering advertisements during parts of the broadcast day. Critics say the approach leaves major gaps and risks preserving a system that continues to expose young Australians to betting promotions.

The timing of the announcement only added to the frustration. The government tabled its response while journalists, policy analysts and stakeholders were inside the federal budget lock-up, unable to access phones or the internet until the Treasurer’s evening address. Independent Senator David Pocock condemned the move, describing it as a disrespectful way to release a response to a major public policy issue.

For campaigners who have spent years pushing for stronger action, the substance of the reforms proved even more disappointing than the rollout.

Martin Thomas, chief executive of the Alliance for Gambling Reform, argues the government has ignored the central findings of Murphy’s inquiry. The parliamentary report, released in 2023 after extensive evidence gathering, recommended a staged ban on gambling advertising across television, radio, digital platforms and social media.

Australia’s gambling losses remain among the highest in the world on a per-person basis, reaching an estimated $32 billion annually. Reform advocates contend that level of spending is not simply a cultural preference but a consequence of weak regulation and relentless promotion of betting products.

Children in the Firing Line

Advertising, they argue, has become woven into everyday life, particularly through sport. Betting brands are visible during broadcasts, online streams and social media feeds, creating a constant presence that normalises gambling from a young age.

Research cited by the Australia Institute suggests more than 600,000 Australians aged between 12 and 17 gamble each year. According to the institute, teenagers are now more likely to have gambled in the previous 12 months than to have participated in some of the country’s most popular team sports.

Researchers warn that early exposure can shape long-term behaviour. Habits and attitudes formed during adolescence often persist into adulthood, increasing the risk of future gambling-related harm.

Murphy’s inquiry reached similar conclusions. Before her death from breast cancer in late 2023, the Labor MP argued that gambling advertising was effectively conditioning children and young people to view online betting as a normal part of entertainment and sport. The committee she chaired concluded that the volume and reach of advertisements had become impossible to avoid.

A Long Way From Murphy’s Vision

Despite those findings, the government has not responded point-by-point to the inquiry’s 31 recommendations. Instead, it has pointed to reforms announced in April, including a ban on wagering advertisements during live sporting broadcasts between 6am and 8.30pm and a cap of three gambling advertisements per hour on television during those times.

Campaigners say those restrictions leave substantial room for advertisers to shift spending into other time slots rather than reducing overall exposure. Evening sporting events, in particular, remain a concern because audiences could still face a heavy concentration of betting promotions once the protected hours end.

Polling commissioned by the Australia Institute indicates public opinion is running well ahead of government policy. Survey results consistently show roughly three-quarters of Australians support a complete ban on gambling advertising, with backing extending across political affiliations.

Another major point of contention is the absence of stronger action on inducements such as bonus bets and promotional offers designed to encourage continued wagering. Murphy’s report called for tougher controls and recommended the creation of a national gambling regulator with the authority to oversee the industry across state and territory boundaries.

The Business of Betting

Advocates argue that a fragmented regulatory system has allowed gambling companies to expand aggressively, particularly in the fast-growing online sports betting market. Mobile wagering has become one of the industry’s most lucrative segments, with growth rates that campaigners describe as extraordinary.

The debate also reaches deep into Australian sport itself. Critics point to the financial relationships between major sporting organisations and betting operators, arguing that leagues have become increasingly dependent on gambling revenue. Those arrangements can include sponsorship agreements, broadcast-related income and other commercial partnerships linked to wagering activity.

Thomas argues that major sporting codes profit from losses incurred by the very supporters who follow their competitions, creating what he sees as a conflict between fan welfare and commercial interests.

The government’s package must still navigate parliament, leaving open the possibility of amendments or further debate. Reform advocates hope lawmakers will revisit key recommendations that were left untouched.

For now, campaigners believe political caution, rather than public resistance, is the main obstacle to tougher restrictions. With broad voter support for stronger measures and mounting evidence about gambling harm among young Australians, they argue the question is no longer whether further action is popular, but whether the government is prepared to pursue it.

Source: thepoint.com.au

Gambling Ad Crackdown Draws Fire as Advocates Say Children Remain Exposed

Children in the Firing Line

A Long Way From Murphy’s Vision

The Business of Betting

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