Gambling advertising in Australia: placement and spending

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Half (50%) of the total gambling ads aired on free-to-air TV and metro radio were from providers of online gambling services. Rules applying to the scheduling of gambling advertisements during live sporting events streamed over the internet are comparable to the restrictions in the broadcasting industry codes. Regulation of advertising for online gambling services is primarily an Australian Government responsibility, with state and territory governments and industry self-regulation also playing roles. Of the top 10 gambling advertisers with the highest volume of ads that aired on metro and regional TV and metro radio, 5 were providers of online gambling services. In Australia, gambling service providers offer a range of different products and services, including online services (for example, sports betting via apps and websites) and in-person wagering premises, for example, TAB premises (see Glossary for definitions).
In June 2023, the Standing Committee on Social Policy and Legal Affairs, chaired by Peta Murphy MP, reported on its inquiry into online gambling and its impacts on those experiencing gambling harm (the Murphy inquiry). Many Australians are also frustrated by current levels of gambling advertising, and especially about children’s exposure to it. Rules apply to online service providers before, during and after live sports Betting service providers are expected to ensure that their advertisements comply with the law.
According to Nielsen Ad Intel, the gambling and gaming industry spent an estimated $187.75 million on advertising in 2024, down from $239 million in the previous year. Research into the impacts of gambling advertising demonstrates strong causal links between gambling advertising and gambling-related harm. To date, the government has neither formally responded to the inquiry nor committed to adopting the advertising ban recommendation. In light of such evidence and concerns, in 2023 the Standing Committee on Social Policy and Legal Affairs (the Murphy inquiry) recommended a comprehensive ban on advertising for online gambling.
Regional TV – includes commercial free-to-air channels and regional markets as defined by Nielsen Ad Intel. On-premises gambling – services that allow certain in-person gambling at specific premises (for example, TAB and Keno). Online gambling providers/services – refers to advertisers that provide gambling services that allow you to gamble online or via an app. Metro TV – includes commercial free-to-air channels and metropolitan markets as defined by Nielsen Ad Intel.
These restrictions help reduce the potential harmful impact of these advertisements on the community. Liquor & Gaming NSW has also prepared specific guidelines to assist betting service providers to comply with advertising requirements. To help wagering service providers comply, Liquor & Gaming NSW (L&GNSW) has prepared a letter to industry. Only includes the ad spots for providers of online gambling services (for example, advertisers promoting gambling services that allow you to bet online or via an app). In the 12 months between May 2022 and April 2023, Australian gambling service providers spent $238.63 million on advertising on free-to-air TV (in metro and regional TV markets), metro radio and online. Between the 5 advertisers, there were almost half a million gambling ads aired in the 12 months between May 2022 and April 2023.
In August 2024, chief executive of Responsible Wagering Australia – the peak body for Australia’s online gambling industry – Kai Cantwell was reported as arguing that ‘a blanket ban would drive Australian punters into the arms of illegal offshore providers’. Similarly, under Schedule 8, Part 2 of the BSA, the ACMA could tighten gambling advertisement restrictions on real casino online australia content service providers in conjunction with live sport via new online content service provider rules, made by legislative instrument. Advertising of wagering products and services provided by licensed operators in Australia must comply with the Wagering Advertising Code and a broader Code of Ethics. Part 7A of the IGA provides that advertisements for prohibited interactive gambling services or unlicenced regulated interactive gambling services cannot be broadcast, datacast or published online, in an app or in TV or film. The ACMA monitors compliance with these codes, which are currently under review and subject to change.
For free and paid-for advice on making your ads compliant with the Codes you can contact CAP’s Copy Advice team (opens in new tab). UK Code of Non-broadcast Advertising and Direct and Promotional Marketing (CAP Code) (opens in new tab) For media not explicitly covered you should apply the principles included in these codes of practice as if they were explicitly covered. Operators should refer to LCCP provision 5 (Marketing) for the full set of code provisions relevant to marketing and advertising. You can change your cookie settings at any time.
It provides a snapshot of the volume and spend of gambling advertising in Australia between May 2022 and April 2023, using Nielsen’s Ad Intel data. This new research – using Nielsen Ad intel data – provides a snapshot of the volume and spend on gambling advertising in Australia between May 2022 and April 2023. We also released our What audiences want position paper about audience expectations for contemporary content safeguards, which notes community concerns around existing advertising restrictions. At all other times of the day, gambling advertising is not allowed in coverage of live sport during play and allowed in scheduled and unscheduled breaks. The restrictions supplemented existing broadcasting rules about gambling advertising during live sport. In 2018, the ACMA finalised new rules restricting gambling advertising during live sport on both broadcasting and online platforms.
They may also set restrictions on gambling advertising for wagering services that are provided within their jurisdiction. The Interactive Gambling Act 2001 (IGA) imposes prohibitions on certain interactive gambling and wagering services. Restrictions related to the scheduling of gambling promotional content on commercial and subscription radio and broadcast television were introduced in 2015 and tightened in 2018.