Proposed regulations that restrict advertising for online gambling in Australia would primarily impact digital platforms, advertisers, and publishers. With advertising for gambling and concern for excessive gambling losses growing, these regulations are warranted. According to the Australian Institute of Health and Welfare, gambling losses in Australia for the period 2022-2023 reached a staggering AUD 25 billion, making this the largest gambling loss in the world on a per capita basis. 

Australian policymakers are close to a new set of regulations on online gambling advertising. The proposed regulations would impose new advertising restrictions, similar to what has been done on traditional broadcasting. There are advocates for and against these new regulations. There is advocacy for these regulations based on the evidence that suggests there is a serious public health concern that is not being addressed.

There is also advocacy against these regulations based on the proposed impact on the economy. As these regulations are developed, there are competing goals of the public health concern and the general economic activities that create revenue in the digital advertising economy.

What the proposed rules mean for digital platforms

Online gambling and its consequences have guided the proposed reforms. These include greater restrictions on gambling advertising, including where it is displayed, the use of advertising inducements, and the targeting of advertising. Digital platforms will have to modify systems of automated advertising that position advertising based on the users’ data and actions.

Reducing the perceived risk for new users is particularly concerning for the gambling industry. Offers of this nature that include a free bet or no deposit are often referred to as $80 No Deposit Casino Bonus offers and permit consumers to receive a limited amount of betting credits to use without having to make a deposit. These offers are often accompanied by a wagering requirement or other stipulations and buried in a sea of small print. Regulators are attempting to counter these incentive structures by emphasizing the dangers of gambling to inexperienced consumers.

The Australian Communications and Media Authority reported an over 40% rise in complaints about online gambling advertising in 2022 and 2023. If new regulations are introduced, platforms might have to implement more robust age verification procedures, better ad transparency, and more complex review processes. These modifications may lead to increased operational costs and longer ad approval times, especially for smaller companies that use automation to a large degree.

Potential impact on gambling operators and advertisers

For gambling companies, digital advertising became a key part of the customer acquisition process. In Australia, digital advertising constituted almost 60% of total marketing spend by gambling companies, according to H2 Gambling Capital data released in 2024. Hence, if there are any reductions in advertising channels, gambling companies will have to find other means to access their customers.

Larger betting companies will likely increase investments in brand advertising or sponsorships, which are outside of the more stringent advertising regulations. On the other hand, new entrants and smaller companies in the market may find it especially difficult to raise their brand awareness with the absence of online targeted advertising. Consequently, the market may become more concentrated around the established brands.

The impacts will likely also be felt by advertisers and affiliate publishers. A large number of online publishers make money by providing betting comparisons, analyzing odds, and explaining promotional terms. The applicable rules could either require modifications to how such content is provided or impose complete restrictions on references to promotional offers.

In a 2025 submission to the Interactive Games and Entertainment Association, it was reported that affiliate marketing generates thousands of jobs within the media and technology industries. Therefore, a potential decrease in advertising would likely lead to negative impacts on the economy as a whole.

How Australian audiences could see fewer betting promotions

The reduction of the number of gambling promotional ads that Australian consumers see is one of the key objectives of these reforms. In a survey conducted by the Australian National University in 2023, 72% of participants indicated that they see gambling ads once a day, and the majority of participants indicated that they see these ads on social media.

These reforms will likely lead to the implementation and introduction of advertising restrictions during certain hours of the day, and ads will likely not be able to be presented alongside content aimed at minors or younger audiences. Advertising in and around sports betting, podcasts, and gambling-related short-form content will be scrutinized.

Public health studies have shown a connection between exposure to advertising and gambling behavior. In a 2022 study conducted by the Victorian Responsible Gambling Foundation, researchers found that people who experienced gambling-related advertising were more likely to report betting behaviors that were classified as impulsive. Ad reform proponents emphasize that sustained reductions in exposure may mitigate gambling-related harm, though advertising restrictions won’t solve the problem of unabated gambling.

The role of social media and online publishers

People will primarily focus on advertising restrictions on social media. Social media advertising systems use behavioral targeting, so advertisers can focus on any subset of a population. Under advertising restrictions, social media would have to prohibit or limit gambling ads on specifically targeted audiences, particularly where age restrictions aren’t enforceable.

Online publishers must grapple with similar concerns. News sites and digital media publishers need to review and potentially revise editorial policies, existing content, and develop additional monetization strategies.

In advance of increased enforcement, some publishers have preemptively scaled back gambling coverage. Such changes may alter segments of the online media ecosystem that have depended on gambling advertising for revenue to supplement the drop-off in other advertising revenue.