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(AsiaGameHub) –   According to a new report from the Office of Impact Analysis (OIA), a partial prohibition on gambling advertising throughout Australia is projected to lower the total amount wagered each year by only AU$62.7m (£32.8m).

Earlier this month, Australian Prime Minister Anthony Albanese announced that the Labor government intends to implement “strong and decisive actions” to limit gambling advertisements, stating the goal is to safeguard vulnerable and young demographics.

Nevertheless, the recent OIA report indicates that the suggested partial ban would result in a mere 0.8% yearly decrease in the amount bettors wager.

The analysis also included a proposal from the OIA evaluating the consequences of a total ban on gambling advertising.

The report stated: “AGRC’s research indicates that implementing a full ban would cause total yearly wagering expenditure to drop by $109.5m (1.4%). Currently, the department cannot calculate the decline in revenue for states and territories.”

The impact analysis elaborated further, noting that while a complete ban would offer a “higher net benefit” for Australians, this would be counterbalanced by “a significant financial burden on the industry, affecting Australia’s grassroots sports and media sector”.

A Long Time Coming

Prime Minister Albanese has been considering tighter restrictions on gambling advertisements for an extended period, with this recent crackdown receiving support from various political parties and community groups across Australia.

A 2023 parliamentary report, widely referred to as the Murphy report after its author, the late MP Peta Murphy, proposed 31 regulatory reforms for Australia. A primary recommendation was prohibiting gambling advertising, but the sluggish pace of the government in enacting these measures—along with others from the Murphy report—has frustrated backbench MPs.

“It has been a source of criticism for Albanese regarding his handling of the Labor party,” stated Ted Menmuir, Editor-at-Large at SBC Media, during this week’s iGaming Daily podcast.

“I believe 2026 was a pivotal year for determining the direction he would take and how he would assert his resolutions on gambling advertising. We saw the announcement emerge this weekend.”

However, the government’s new restrictions do not constitute a total ban. Instead, Albanese’s proposed measures focus on five primary limitations: caps on broadcast TV, blackouts during live sports, radio watershed hours, digital controls, and bans within sporting environments.

Limitations will also apply to the utilization of celebrities and professional athletes in gambling marketing, as well as the use of advertisements featuring “odds-style” content.

In a recent address to the National Press Club, Albanese clarified that the new restrictions reflect the government’s dedication to “getting the balance right” concerning gambling advertisements.

He remarked: “Allowing adults to gamble if they choose, while ensuring our children are not bombarded with betting ads wherever they look.”

Superficially, the OIA report validates the necessity of this balance, anticipating that the changes will “deliver a meaningful reduction in wagering advertising exposure” throughout Australia.

Far-Reaching Consequences

Although a partial ban was anticipated, the decision has triggered a backlash from industry stakeholders. Responsible Wagering Australia (RWA), a trade group, criticized the advertising curbs as “draconian,” warning they could set a “dangerous precedent.”

“This announcement, made without prior warning or genuine consultation, is a real kick in the guts for the industry,” stated Kai Cantwell, Chief Executive of RWA, at the time of last week’s announcement.

“This establishes a dangerous precedent. Today it targets gambling advertising, but tomorrow it could be alcohol, followed by sugary drinks, fast food, critical minerals, and who knows what else.”

The recent OIA report verifies that the advertising restrictions will affect 2,461 entities within the industry, encompassing betting firms, broadcasters, podcasters, and streaming platforms.

It is also anticipated to have a cascading effect on the third sector, as the report notes that “if wagering activity decreases due to this option, there may also be a diminished need for government spending on support services”.

From a socio-economic standpoint, the OIA projects the benefit for Australians to range between $117.6bn and $182.2bn under a a partial ban.

Conversely, that figure climbs to $332.1bn for a complete ban, which includes a $109.5m drop in annual wagering expenditure.

The report further stated: “Like Option 2 [partial restrictions], this option is expected to result in a substantial decrease in moderate and high-risk wagering activity, which will be partly balanced by a rise in low and no-risk wagering.

“Moderate and high-risk wagering expenditure is projected to fall by $136.8m, whereas low and no-risk wagering could grow by $27.3m (with 93% of this increase falling into the no-risk wagering category).”

Nevertheless, many gambling reform advocates in Australia view the Albanese government as sluggish in acting against gambling ads—and in enacting the remaining Murphy report recommendations, as previously noted.

While the issue of advertising appears to be resolved, reform advocates still possess numerous other objectives. Key recommendations from the Murphy report include establishing a dedicated national regulator for the gambling sector—a role currently filled de facto by the Australian Communications and Media Authority (ACMA) and, in the opinion of many, the Northern Territory Wagering Commission (NTWC).

“I don’t believe this has satisfied any faction,” remarked Menmuir regarding the advertising restrictions during his podcast appearance this week. “There remain divisions across the board regarding how the issue will progress, but at least we have reached a point of settlement.”