ACMA Makes Gambling Ad Reform A 2026 Enforcement Priority

Australia will not wait until new gambling ad rules arrive before warning broadcasters, platforms, and betting brands. ACMA has already made the reform rollout a 2026 27 compliance and enforcement priority.

Good to know

• ACMA says it will guide industry first, then investigate breaches.
• Australia plans tighter gambling ad rules across TV, radio, live sport, and online platforms.
• BetStop, illegal offshore sites, influencer promotions, and scam betting services remain on the regulator radar.

ACMA Sets Up The Enforcement Work

The Australian Communications and Media Authority said it will focus on gambling advertising reform once Parliament enacts the new laws. The regulator placed the issue inside its broader 2026 27 compliance plan, alongside telecoms safeguards, emergency call services, and mobile equipment oversight.

“We will prioritize the implementation of law reforms (following enactment by the Parliament) that are proposed to introduce new restrictions on gambling advertising,” ACMA said. “For example, gambling advertising is proposed to be banned during live sporting events within allocated times and subject to tighter controls on television, radio and online platforms.”

Industry will get compliance guidance, but ACMA also made clear that soft messaging has limits.

“We will also undertake investigations and enforcement action where advertisers, broadcasters or online content providers fail to comply with the new requirements,” the regulator said.

The 2027 package announced by Prime Minister Anthony Albanese would cap TV gambling ads at three per hour between 6:00 am and 8:30 pm. Live sport inside those hours would face a gambling ad ban. Online ads would face tighter controls, rather than a full ban. Government material also points to stronger action against illegal offshore gambling sites and limits around sports venues, teams, and public exposure.

Partial Ban Keeps The Fight Alive

Public health groups and anti gambling campaigners still want a full advertising ban. Albanese has rejected that approach so far, with policymakers warning that removing licensed operators from public view could send some players to offshore gambling sites.

The Australian Greens tried another route in late 2024 with legislation to ban all gambling advertising. The Senate rejected it, but the party has said it will return to the issue.

ACMA already has a full gambling workload outside the ad reform. The regulator said it will keep targeting “scambling” services, influencers who promote illegal gambling operators, unlawful gambling sites, and compliance with BetStop, the national self exclusion register. In January to March 2026 alone, ACMA reviewed 422 gambling enquiries and complaints, completed 25 investigations into 60 gambling sites, found 44 Interactive Gambling Act breaches, and referred 109 websites for ISP blocking.

Australian gambling companies also face fresh AML and counter terrorism financing rules that took effect in March. So, for operators, 2026 is turning into a compliance year across advertising, customer protection, illegal site disruption, and financial crime controls.

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