Australia has some of the most restrictive gambling advertising laws in the world. In response to growing concerns about gambling harm, particularly among young men, federal and state governments have progressively tightened rules on when, where, and how betting companies can market their products.
The most significant recent change is the ban on gambling advertisements during live sports broadcasts, which took effect in March 2026. This guide provides a complete overview of Australia gambling advertising laws in 2026.
Sources for this guide:
- Broadcasting Services Act 1992 (Cth)
- Interactive Gambling Act 2001 (Cth)
- Australian Communications and Media Authority (ACMA)
- Responsible Wagering Australia (RWA) code of conduct
- State-based gambling legislation
TV and Broadcast Advertising Rules
Television has historically been the primary channel for gambling advertising, particularly during live sports. The regulatory landscape has changed dramatically.
Pre-March 2026 rules (now superseded):
- Gambling ads permitted outside live sports broadcasts (e.g., between programs)
- Restricted during G-rated and children’s programming
- Mandatory responsible gambling messaging (e.g., “Gamble Responsibly”)
Exemptions:
- Racing broadcasts (horse racing, greyhounds, harness) are exempt from the live sports ban
- Odds updates during racing broadcasts are permitted but cannot be promotional
- Lotteries (TattsLotto, Oz Lotto, Powerball) are subject to separate, less restrictive rules
New rules effective March 2026:
| Time Period | Sports Broadcasts | General Programming | Racing Broadcasts |
|---|---|---|---|
| 5:00 AM – 8:30 PM | No (ads banned) | No (ads banned) | Yes (with restrictions) |
| 8:30 PM – 5:00 AM | No (ads banned) | Yes | Yes |
| Children’s programming (any time) | No (absolute ban on all gambling advertising) | ||
Online and Social Media Advertising Restrictions
Digital platforms face increasingly strict rules for gambling advertising. The key regulators are ACMA (for compliance with the IGA) and the eSafety Commissioner (for online safety and age-restricted content).
Key restrictions for online and social media (2026):
| Platform/Format | Restriction | Enforcement |
|---|---|---|
| Social media ads (Facebook, Instagram, TikTok) | Age-gating required (18+ only); no targeting of under-18 audiences | Platform policies + ACMA |
| Search engine ads (Google, Bing) | Age-gating required; restricted keywords | Platform policies |
| Influencer marketing | Prohibited from promoting gambling to under-18 audiences; must include responsible gambling messaging | ACMA + ACCC |
| SMS/Email marketing | Opt-in only; must include unsubscribe option | Spam Act 2003 + ACMA |
| Website pop-ups | Restricted; cannot bypass browser blocking | ACMA |
New for 2026:
- Influencer disclosure rules – Influencers must clearly label gambling-related content as “advertising” or “sponsored”
- User-generated content – Platforms are required to remove gambling-related content that targets minors within 48 hours of notice
- Affiliate marketing – Affiliate links in gambling content must be clearly disclosed
Ban on Inducements – No More “Sign-Up Bonuses”
One of the most significant changes to gambling advertising in recent years is the ban on inducements – marketing offers that encourage people to sign up or bet more.
What is banned (as of March 2023, fully enforced 2026):
| Inducement Type | Examples | Status |
|---|---|---|
| Sign-up bonuses | “Deposit $50, get $50 free” | No (banned) |
| Matched deposits | “100% match on your first deposit” | No (banned) |
| Free bets | “Get a $10 free bet when you join” | No (banned) |
| Risk-free bets | “Your first bet is on us” | No (banned) |
| Loyalty points | “Earn points for every dollar bet” | Restricted (cannot be tied to wagering) |
| VIP programs | Exclusive offers for high-volume bettors | Restricted (cannot be advertised) |
What is still permitted:
- Odds boosts on specific events (e.g., “Heads up – $2.50 for Player X to score first”)
- Promotional offers that are not tied to sign-up or deposit (e.g., “Cash out special”)
- Lotteries (exempt from inducement ban)
Rationale: The ban is designed to reduce the “enticement” effect of gambling advertising, particularly on young men who are most susceptible to these offers.
[Source: ACMA – Ban on inducements]| Offer Type | Example | Legal Status (2026) |
|---|---|---|
| Sign-up bonus | “Get $50 free when you join” | Banned |
| Matched deposit | “100% match on first deposit up to $250” | Banned |
| Free bet | “$10 free bet on your first wager” | Banned |
| Odds boost | “Enhanced odds – Player X to score first at $3.50” | Permitted |
| Loyalty points (not tied to wagering) | “Earn points for app engagement” | Permitted |
Enforcement and Penalties for Non-Compliance
Multiple agencies enforce gambling advertising laws in Australia, with significant penalties for violations.
Key enforcement bodies:
| Agency | Role | Penalty Powers |
|---|---|---|
| ACMA | Enforces IGA and broadcasting rules | Fines up to $1.1M/day; ISP blocking; court injunctions |
| ACCC | Enforces consumer law and false/misleading advertising | Fines; court orders; public warnings |
| eSafety Commissioner | Enforces online safety and age-restriction rules | Content removal orders; fines for platforms |
| State regulators | Enforce state-based advertising restrictions | License suspension/revocation; fines |
Recent enforcement actions (2025-2026):
- Sportsbet – Fined $3.7 million by VGCCC for sending marketing messages to self-excluded customers (February 2026)
- Bet365 – Issued formal warning by ACMA for inducement breach (October 2025)
- Ladbrokes – Fined $2.1 million for advertising during live sports (July 2025)
- Multiple influencers – ACCC issued cease-and-desist orders for undisclosed gambling sponsorships (2025-2026)
Conclusion
Australia’s gambling advertising laws have become progressively stricter, culminating in the March 2026 ban on ads during live sports broadcasts. Key restrictions include:
- TV ads – Banned during live sports and during 5:00 AM – 8:30 PM (general programming)
- Social media – Age-gating required; influencer disclosures mandatory
- Inducements – Sign-up bonuses, free bets, and matched deposits are fully banned
- Enforcement – ACMA, ACCC, and state regulators impose significant fines
The regulatory trend is toward further restrictions, with potential future bans on all gambling advertising being debated in federal parliament.
Sources:
- Australian Communications and Media Authority (ACMA)
- Broadcasting Services Act 1992 (Cth)
- Interactive Gambling Act 2001 (Cth)
- Responsible Wagering Australia (RWA) code of conduct
- Victorian Gambling and Casino Control Commission (VGCCC)
Are Gambling Ads Banned on TV in Australia?
Q1: Can gambling ads still appear on TV in 2026? ▼
Yes, but with significant restrictions. Gambling ads are banned during live sports broadcasts and during 5:00 AM – 8:30 PM for general programming. They are permitted after 8:30 PM outside of sports content. Racing broadcasts are exempt.
Q2: Are “sign-up bonuses” illegal now? ▼
Yes. The ban on inducements prohibits sign-up bonuses, matched deposits, free bets, and risk-free bets. Operators cannot offer any incentive to open an account or place a first bet.
Q3: Can influencers promote gambling on social media? ▼
Influencers can promote gambling but must clearly label content as “advertising” or “sponsored,” must not target under-18 audiences, and must include responsible gambling messaging. Undisclosed sponsorships are illegal.
Q4: What penalties do operators face for breaching advertising laws? ▼
Penalties include fines up to $1.1 million per day (ACMA), license suspension or revocation (state regulators), ISP blocking, and court injunctions. Recent fines include Sportsbet ($3.7M) and Ladbrokes ($2.1M).
Q5: Are racing and lotteries subject to the same advertising rules? ▼
No. Racing broadcasts are exempt from the live sports ad ban. Lotteries are subject to separate, less restrictive rules. However, all gambling advertising must include responsible gambling messaging.
