Australia Criticised for Delays on Gambling Ads Ban Reform

The AFL Grand Final, Australia’s biggest sporting stage, has reignited a fiery debate: should gambling ads be banned outright?

With over four million viewers tuning in—and an estimated 750,000 under the age of 20—critics say the saturation of betting ads during the broadcast exposed young fans to potentially harmful messaging.

Former Tabcorp and ASX chief Elmer Funke Kupper argues that banning gambling ads around sporting events should be “one of the simplest acts of leadership.” Yet, the government continues to stall, citing challenges in enforcement and lost ad revenue.

Let’s unpack why reform is moving at a snail’s pace, what’s at stake for public health, and whether Australia risks falling behind international peers.

Key Points:

1. The AFL Grand Final featured heavy gambling ad exposure, reaching hundreds of thousands of young viewers.
2. Government delays raise questions about balancing ad revenue with public health priorities.
3. International examples, like the UK and Japan, show stricter gambling ad reforms are possible.

Australia’s Gambling Ads Dilemma: Why Delays in Reform Put Young Fans at Risk

Australia has been debating gambling ad reform for years, but the 2025 AFL Grand Final may have been the tipping point.

Former Tabcorp and ASX chief Elmer Funke Kupper penned a sharp op-ed in the Australian Financial Review, calling the ad blitz during the game an “invasion” of gambling promotions. For him, it wasn’t just noise—it was a failure of policy and leadership.

According to Kupper, around 750,000 viewers under 20 watched the broadcast, making them directly vulnerable to a stream of betting ads. His critique is simple: “If we can’t protect kids during the country’s biggest game, when can we?”

The Government’s Position

Prime Minister Anthony Albanese has repeatedly acknowledged the public concern but insists that an outright ban would be difficult to enforce. Behind the scenes, there’s also a financial reality: gambling companies spend an estimated $180 million annually on television advertising. That accounts for about 6% of total free-to-air revenue—a figure broadcasters are unwilling to sacrifice lightly.

This financial dependence explains the government’s hesitancy, but it also feeds into public skepticism that industry revenue is being prioritized over youth protection.

The International Context

Australia isn’t alone in this battle. Other jurisdictions are moving faster:

• The UK recently advanced stricter gambling advertising reforms, targeting both television and online channels.
• Japan has begun cracking down on casino-related advertising, recognizing the growing link between exposure and problem gambling.

By contrast, Australia’s repeated delays and U-turns leave it appearing out of step with international best practice.

A Public Health Argument

For me, this issue transcends revenue streams or enforcement hurdles—it’s fundamentally a public health matter. Gambling addiction has been consistently linked to exposure at an early age. Ads normalise betting as part of sport, blurring the line between fandom and financial risk-taking.

Kupper’s point resonates here: reducing advertising around live sports broadcasts should be a straightforward intervention. It doesn’t ban gambling entirely. It simply creates safe viewing spaces where kids and teenagers aren’t bombarded with odds and bonus offers.

The Political Gamble

The government’s slow approach risks alienating voters who increasingly view gambling advertising as an unchecked harm. Public patience is wearing thin, especially when major cultural moments like the AFL Grand Final highlight the problem so visibly.

The longer reform is delayed, the more pressure will build—from advocacy groups, health experts, and now high-profile industry insiders like Kupper.

Australia’s gambling ad reform is stuck in limbo, caught between public health imperatives and industry revenue dependencies. The AFL Grand Final’s ad-heavy broadcast only reinforced the urgency of change.

In my view, waiting until 2026 or beyond to act is reckless. Other countries are already proving that stricter ad controls can work without collapsing industry revenues.

If Australia wants to protect its youth and maintain credibility, it needs to show boldness now. Otherwise, the country risks sending a dangerous message: that betting profits matter more than safeguarding the next generation of fans.

Tags:
#AustraliaGambling #GamblingAds #PlayerProtection #AFL #GamblingReform #YouthExposure #ResponsibleGaming

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