Australia reportedly to ease gambling ad ban proposal, opting for hourly caps

The Australian government is set to release its response to the 2023 Murphy Report on gambling advertisements, with expectations pointing towards a diluted version of the proposed total ban on gambling ads, known as “Murphy’s law” after the late MP Peta Murphy.

Instead of a comprehensive prohibition, the government reportedly plans to introduce a cap of two gambling ads per hour until 10 pm and ban gambling ads one hour before and after live sports broadcasts. The move would aim to balance public concerns with the interests of the media and sports industries.

The initial report from June 2023 had recommended a total ban on all gambling ads within three years, covering broadcast and online media. Online gambling ads are expected to be restricted on commercial radio during specific hours, with a potential full ban on online advertising still on the table. This could significantly impact affiliates and influencer marketing.

The proposed restrictions have sparked mixed reactions. Independent senator David Pocock criticized the revisions, calling them a betrayal of Peta Murphy’s legacy. "A phased-in gambling ad ban would destroy sport – where have we heard that before?" Pocock said in a post on X, emphasizing the need for a total ban.

Some gambling operators have already taken steps to reduce their advertising. Tabcorp supported a reduction in gambling ads in its submission to the Murphy Report, while PointsBet ceased advertising on free-to-air TV between 6 pm and 9.30 pm and is removing its branding from stadiums and sports team jerseys starting in 2025.

Current regulations prohibit gambling ads during live sports from five minutes before play until five minutes after, between 5 am and 8.30 pm. Over one million gambling ads aired on various platforms in the 12 months leading up to April 2023, costing $238 million, according to the Australian Communications and Media Authority.

The economic and social implications of the proposed changes are significant. Australian Rugby League Commission chair Peter V’landys and AFL chief executive Andrew Dillon have warned that grassroots sports could suffer if gambling revenue declines. Media companies also fear job losses and reduced content production capabilities. Public polling, however, indicates that gambling ads are largely unpopular among Australians.

The government has already made some changes to address problem gambling, including a self-exclusion register, a ban on credit card betting, and new taglines in commercials warning about gambling risks. Australians spend more per capita on legal gambling than any other country, with online gambling participation rising from 12.6% in 2010-11 to 30.7% in 2019.