If proposed legislation is adopted for Australia’s gambling regulatory regime, it will be implementing a comprehensive ban on gambling advertisements within three years. The recommendation comes from a parliamentary inquiry into online gambling and its effects on problem gamblers, which recently released a report containing 31 reform proposals for the country’s gambling sector.

Prohibition on gambling advertising

The committee’s recommendations include a complete prohibition on gambling advertising across both broadcast media and online platforms. The report claims that  online gambling companies have been deliberately and strategically marketing their gambling services as a harmless and sociable activity. The committee argues that such advertising grooms children and young people to gamble and encourages risky behaviour.

The committee criticised the spread of online gambling advertising in the strongest possible language.

Online gambling companies advertise so much in Australia because it works,” Peta Murphy MP

Responsible Wagering Australia (RWA), a trade body representing major gambling operators, however criticized the proposed ban as “a step too far.” RWA called for a more balanced approach and emphasized the ineffectiveness of blanket bans, suggesting that they drive Australians toward illegal offshore gambling options.

The committee accused the gambling sector that it normalised gambling as a fun, harmless, and sociable activity that is part of a favourite pastime.

RWA members, along with broadcasters and major sporting codes have publicly acknowledged that there is a growing desire in the community to see less gambling advertising. However, blanket bans – even in a phased roll out – are short sighted, ineffective and are not the answer. We know that strict changes – like blanket bans and banning inducements, such as bonus bets – often prove ineffective in addressing problem gambling, with Australians instead turning to illegal offshore markets as they seek out these options.” Kai Cantwell, CEO – Responsible Wagering Australia

Public support for a ban on gambling ads is high in Australia, with a survey conducted by the Australia Institute showing that 71 percent of Australians favour such a prohibition on television.

Establishing online gambling ombudsman

Alongside the advertising ban, the committee recommended significant changes to online gambling regulation, such as transferring regulation and licensing to the federal level, establishing an online gambling ombudsman, imposing a harm reduction levy on operators, and cracking down on unlicensed providers.

The report also called for stronger consumer protection measures, new know your customer (KYC) requirements for operators, a ban on inducements, and a legislated duty of care for gambling businesses. The committee’s report aims to address the weaknesses and fragmentation in the current regulatory framework, placing responsibility on online gambling service providers to reduce harm caused by their products.

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