Australia’s Labor government is facing renewed pressure to tighten gambling advertising rules, as a nationwide coalition calls for sweeping reform of how harmful products are marketed.

The campaign, titled “Give Us an Ad Break”, has been launched by the Foundation for Alcohol Research and Education (FARE) and has secured backing from more than 130 organisations spanning health, sport, research and social services.

Call for a Harmful Products Marketing Act

FARE is urging federal ministers to introduce a Harmful Products Marketing Act that would impose clear legal limits on when, where and how harmful products — including gambling — can be advertised.

The proposed legislation would:

  • Restrict exposure to children
  • Limit advertising across broadcast, digital and outdoor media
  • Mirror Australia’s strict tobacco advertising framework

Campaign leaders argue that the current state-by-state regulatory system creates inconsistencies that gambling companies can exploit, allowing widespread advertising despite growing public health concerns.

Public Support for Reform

Polling cited by the campaign suggests strong community backing:

  • Four in five Australian adults support reducing advertising for gambling, alcohol and unhealthy foods

FARE CEO Ayla Chorley said Australians — particularly children — face constant exposure to marketing across everyday media environments, including social media, sports broadcasts and digital platforms.

Advocates contend that saturation advertising has normalised gambling participation and increased risks of harm.

Alliance for Gambling Reform Backs Initiative

The Alliance for Gambling Reform has joined the campaign, highlighting Australia’s position as the world leader in per-capita gambling losses.

Alliance leader Martin Thomas warned that gambling-related harm extends far beyond financial losses, contributing to significant social and community impacts.

Reform advocates argue that advertising presents gambling as glamorous and aspirational, masking the underlying risks.

Political Crossroads for Labor

The campaign places renewed scrutiny on Prime Minister Anthony Albanese and the Labor government.

In 2024, proposals for a three-year phased ban on all gambling advertising were submitted to parliament by the late MP Peta Murphy. The reforms were ultimately rejected before implementation.

Subsequent reports suggested Labor considered a more limited cap on gambling ads during sports broadcasts, but that proposal did not progress amid internal divisions.

BetStop and Regulatory Tensions

Separately, the Australian Communications and Media Authority (ACMA) has proposed expanding the national self-exclusion register, BetStop, as a central consumer protection tool.

However, ACMA acknowledged that strengthening BetStop protections would likely require changes to Australia’s advertising framework — reforms that remain undefined.

A Make-or-Break Year

Advocacy groups warn that 2026 could prove decisive for reform efforts.

With estimates suggesting more than 600,000 Australians are at high risk of problem gambling, campaigners are urging Labor MPs and opposition figures to move the issue forward, rather than leaving it solely in the Prime Minister’s hands.

As pressure builds from public health leaders and civil society organisations, the government faces mounting expectations to clarify its stance on gambling advertising — and determine whether Australia will pursue a comprehensive overhaul or incremental change.

Summary

The “Give Us an Ad Break” campaign, led by FARE and backed by over 130 organisations, is calling on Australia’s Labor government to introduce a Harmful Products Marketing Act targeting gambling advertising. With strong public support for reform and growing concern over gambling-related harm, 2026 is shaping up to be a pivotal year for national advertising policy.