The Australian Government is poised to introduce reforms that would limit gambling advertisements displayed inside stadiums during major sporting events. The new measures, backed by Labour backbenchers and advocates, aim to curb the influence of betting ads on young audiences by targeting digital sideline ads commonly seen in AFL and NRL games.

Why is Australia acting on gambling ads?

Critics, including Tim Costello, Chief Advocate of the Alliance for Gambling Reform, have described these ads as “particularly offensive,” especially in how they impact young fans. Costello argues that advertising around the edges of the field, often called “fenceline” ads, normalises gambling for children, making it seem like an integral part of sports culture.

For reform advocates, these ads serve as a high-visibility promotion tool for online betting companies, influencing how young viewers perceive both sports and gambling. Costello, along with other campaigners, contends that Australia needs a comprehensive ban to keep children safe from the subtle pressure to gamble.

Government and stakeholders divided on approach

Communications Minister Michelle Rowland has expressed support for curbing in-stadium gambling ads and is considering expanding these restrictions further. Her office has signalled an openness to banning gambling logos on team jerseys, though implementing such changes will require cooperation from state and territory governments.

Despite the strong push for reforms, stakeholders in the sports industry are concerned about the financial impact. Betting companies and broadcasters, who depend on these lucrative advertising deals, argue that further restrictions could hurt their revenue and disrupt funding channels for sports leagues.

Timing and scope remain uncertain

While the government has committed to reforms, Rowland’s office has refrained from revealing specific details about the timing or extent of the ban. This reticence has led to speculation over whether the proposed changes will fully satisfy campaigners’ calls for a broad advertising ban in sports venues or if they will take a more limited approach.

The reforms come at a critical time, with public pressure mounting on the government to act decisively. As Australia edges closer to implementing an in-stadium advertising ban, advocates are urging the government to adopt robust measures that protect young viewers from the harmful influence of gambling ads.

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