Australian PM Announces Ban on Gambling Ads on TV, Stadiums, and Jerseys

Albanese said the reforms target gambling advertising across all major channels, including TV, radio, social media, and stadiums and jerseys. The idea is to reduce gambling exposure, especially among a younger audience.

TV gambling ads will be limited to three per hour between 6 am and 8:30 pm. Radio ads will also be banned during school drop-off and pick-up hours.

However, one of the biggest changes is in sport. Gambling ads will no longer be allowed inside stadiums, and betting companies will not be able to appear on jerseys or team uniforms. The government will also ban celebrity endorsements and prevent the promotion of betting odds during live sports coverage.

Online advertising will be restricted as well. Ads will only be shown to users who are logged in and verified as over 18, and users must have the option to opt out of these ads.

These reforms follow the example of several European countries, including the UK.

In 2023, Premier League clubs agreed to remove gambling sponsors from the front of their shirts, with the ban set to come into effect from the 2026 to 2027 season. Considering that 16 out of 20 clubs in the 2025/2026 season have at least one betting company as a main sponsor, this is a major decision.

According to UK regulations, gambling brands can still appear on shirt sleeves and around stadiums, but not on the front of the jerseys.

Australia is now taking a stricter approach, and, in addition to jerseys, the new rules target TV, radio, online platforms, and stadiums.

The push for a change comes from growing concern about how often betting ads appear during sports and across everyday media, especially in front of younger audiences. Speaking at the National Press Club, Anthony Albanese said the aim is to strike a balance rather than introduce a full ban.

“We’re getting the balance right. Letting adults have a punt if they want to, but making sure our children don’t see betting ads everywhere they look.”

The reforms are set to begin from January 1, 2027, when several key restrictions will come into effect.

Not everyone is on board with the new rules, especially betting companies and major sports organisations. The main issue is funding, because gambling sponsorships are deeply tied to Australian sport, and many clubs rely on these deals as a key source of revenue.

In the NRL alone, the most popular sports competition in Australia, around 10 out of 16 clubs have had betting sponsors on the front of their jerseys, making it one of the most heavily linked leagues to the gambling industry.

Clubs like the Brisbane Broncos, Sydney Roosters, and Penrith Panthers have all had partnerships with betting companies in recent years, while brands like Sportsbet, PointsBet, and TAB are closely connected to both the NRL and AFL.

In fact, almost all NRL teams and a large majority of AFL clubs have at least one gambling partner, which highlights just how common these deals are across Australian sport.

Expectedly, the reaction has been strong following Albanese’s statement. Removing betting sponsors from jerseys and stadiums means clubs will need to replace millions in lost revenue.

League bodies are also concerned about the wider impact these restrictions might have, as broadcast deals are heavily supported by gambling advertising, and cutting that revenue could affect funding across the sport.

There are already estimates that leagues like the NRL could lose hundreds of millions due to these changes, and replacing that level of financial support will not be easy.