Efforts to block minors from sports betting content in Australia using age verification technology are gaining traction as some gambling industry players urge the federal government to reconsider a blanket ban on gambling advertisements. As the government mulls over its approach to reform, stakeholders from both sides of the debate are growing frustrated with the delay in decision-making.

Earlier this month, the federal government announced its intention to introduce age-verification technology to restrict young children from accessing social media. Some within the gambling industry suggest that a similar system, coupled with frequency limits for online gambling advertisements, could be applied to betting content.

Anti-gambling advocates, as well as industry leaders, continue to await the government’s final stance on a potential gambling ad ban. The decision is expected to come after the conclusion of major sports finals, such as the AFL and NRL, but the ongoing delay has left both sides frustrated.

Tim Costello, chief advocate of the Alliance for Gambling Reform, voiced concerns that the Albanese government might pass up what he described as a “once-in-a-lifetime chance” to overhaul the gambling sector. Costello is among those pushing for stricter controls, noting that earlier proposals to limit gambling ads, such as banning them during children’s programming and live sports broadcasts, are “manifestly inadequate” in addressing the scale of the problem.

Tim Costello

Labor has previously explored a more comprehensive approach, considering limits to gambling ads in general TV programming as well. The government has not yet finalized its response to the 31 recommendations made in a report from the online gambling inquiry, which was delivered almost 15 months ago by Peta Murphy. 

One of the key recommendations from the report was a complete ban on online gambling advertisements, a measure that Prime Minister Anthony Albanese has indicated is unlikely to be fully implemented.

A study conducted by the Australian Gambling Research Centre revealed that approximately one-third of young adults who gambled in the past year began doing so before they turned 18. These early gamblers are more likely to experience problems with gambling later in life.

Kai Cantwell, CEO of Responsible Wagering Australia (RWA), an industry body representing companies such as bet365 and Sportsbet, called for “sensible, evidence-based alternatives” to an outright ad ban. He emphasized that opt-out provisions and age verification measures could offer a balanced approach. 

“Responsible Wagering Australia is committed to reducing the exposure of children and vulnerable individuals to gambling advertising while still backing sports and broadcasters that rely on this funding,” Cantwell said, warning that a complete ban could drive consumers to illegal offshore providers who are not bound by Australian regulations.

Kai Cantwell

Albanese, meanwhile, questioned whether a full ad ban would be effective, saying in an interview with ABC radio, “We’re looking at a range of options.” The prime minister also highlighted the need to address loopholes in BetStop, the government’s self-exclusion scheme for problem gamblers. 

The scheme has been criticized for allowing individuals to continue betting despite registering for self-exclusion, and the government is now preparing to launch a statutory review to assess its effectiveness.

Costello, however, has urged the prime minister to take a firmer stance, drawing parallels to previous governments’ landmark reforms in areas such as gun control and tobacco advertising. 

“John Howard did gun reform, Kevin Rudd did smoking ads. Albo’s government set up the Murphy report, people want a ban, we don’t want kids groomed – but Albo’s going to squib it,” Costello said, expressing disappointment over the lack of decisive action.

Costello also sought a meeting with Albanese following a public disagreement in which he accused the prime minister of repeating industry talking points. He said he has yet to receive a response from Albanese’s office.

As the federal parliament prepares to reconvene in early October, many expect the government to finally reveal its plans regarding the future of gambling advertising. Until then, both advocates for reform and industry representatives remain in a state of uncertainty, waiting for clarity on what the next steps will be.

A spokesperson for Communications Minister Michelle Rowland said the government is carefully considering all recommendations from the online gambling inquiry but declined to comment on speculation. “The government is closely considering all 31 recommendations from the final report of the online gambling inquiry and will release a comprehensive response in due course,” the spokesperson said.