Australia tightens gambling advertising: ACMA sets new priorities for 2026-27

The Australian Communications and Media Authority (ACMA) is targeting gambling advertising. It has declared reform in this area one of its top priorities for compliance and enforcement in 2026-27. Initially, guidelines will be issued. However, investigations and severe penalties await in cases of breaches.

The planned changes include restrictions on advertisements during live sporting events. Stricter controls for television, radio, and online platforms are also to be introduced. ACMA plans to initially support the industry in implementation but will proceed rigorously in cases of non-compliance.

Numbers and facts

ACMA has designated gambling advertising reform as a key task for the 2026-27 period. In the first quarter of 2026, between January and March, the authority reviewed 422 gambling enquiries and complaints. During this time, ACMA also concluded 25 investigations involving a total of 60 gambling sites. 44 violations of the Interactive Gambling Act were identified, and 109 websites were reported for ISP blocking. These figures underline the increased regulatory pressure on the Australian industry. The proposed legislative package suggests a cap of three TV gambling ads per hour between 6:00 AM and 8:30 PM. During live sports events within these hours, gambling advertising would be completely prohibited. For online advertising, stricter controls are planned, but not a complete ban.

The Australian Communications and Media Authority emphasized the importance of legislative changes. They stated their intentions clearly: > “We will prioritize the implementation of law reforms (following enactment by the Parliament) that are proposed to introduce new restrictions on gambling advertising.” - Australian Communications and Media Authority

Background

The Australian government has been trying to regulate the gambling market more strictly for some time. Public health organizations and anti-gambling campaigners have long called for a complete ban on gambling advertising. Prime Minister Anthony Albanese has so far rejected this path. At the end of 2024, an attempt by the Greens in the Senate to ban all gambling ads failed. Nevertheless, the debate remains an important part of the political agenda. ACMA will also continue to tackle illegal gambling activities, including operators, influencers, and illegal gambling sites. Compliance with the national self-exclusion database BetStop is also being monitored. New anti-money laundering and counter-terrorism financing rules also came into force in March. All these measures indicate that 2026 will be a year of comprehensive compliance for the Australian gambling industry.

It is interesting to note that other countries in the region are also working on new regulations. New Zealand, for example, plans to issue licenses to 15 online casino operators. This indicates a general movement towards tighter control and management of the online gambling market. Technological progress also plays a role. Insiders like MegaPari expect technologies like Artificial Intelligence (AI) to be increasingly used in the gambling industry. AI is intended, for example, to analyze betting patterns and automate customer service to make the gaming experience safer. Such developments could also impact the effectiveness of advertising reforms.

Why it matters for German players

For German players, the developments in Australia have no direct legal consequences. Germany has taken its own path with the 2021 State Treaty on Gambling (GlüStV 2021). The Joint Gambling Authority of the Federal States (GGL) is responsible for licensing and regulating online gambling. It pursues a strict concept of player protection. German online casinos with a GGL license must adhere to clear rules. These include a stake limit of 1 Euro per spin for slot machines and a monthly deposit limit of 1,000 Euros, across all games and providers. The LUGAS system monitors these limits and facilitates early detection of problematic gaming behavior. Unlicensed MGA or Curaçao casinos continue to be combated by the GGL. ACMA's measures in Australia confirm the global trend towards stricter regulation, including in advertising. The GGL also regularly reviews compliance with advertising guidelines in Germany to ensure player protection. Transparency is key here. Providers must advertise responsibly and must not encourage excessive gambling.

What it means for GGL-licensed casinos

German GGL-licensed casinos are not directly affected by the specific changes in Australia. They are already subject to the strict advertising regulations of the German Gambling State Treaty 2021. This precisely regulates not only the type of advertising but also its placement and content. For example, advertising must not be directed at minors or convey the impression that gambling is a solution to financial problems. The GGL continuously monitors compliance with these requirements. However, the Australian developments reflect an international consensus: the protection of players, especially from excessive gambling advertising, is a priority for regulatory authorities worldwide. This strengthens the position of the GGL and the necessity of its measures. Seriousness and player protection are the cornerstones of the regulated market in Germany. The GGL is working to further solidify this foundation.