Australia Moves Toward Stricter Gambling Advertising Rules Amid AML Reforms

The Australian federal government is preparing to introduce new legislation before the end of this parliamentary year aimed at reshaping gambling advertising regulations. Communications Minister Anika Wells has reportedly engaged with key stakeholders from the gambling, advertising, and media sectors to shape the forthcoming proposal.

Gambling Ad Restrictions on the Table

Advertising reforms have been a major point of debate since a 2023 parliamentary inquiry into online gambling and its social impacts. That inquiry produced 31 recommendations, including a phased three-year plan to completely ban online gambling advertising and the creation of a national gambling regulator to replace the fragmented state-by-state licensing model.

A leaked draft suggested the government may pursue a more moderate approach instead of a blanket ban. Proposals include limiting TV gambling ads to no more than two per hour between 6 a.m. and 10 p.m., along with restrictions during children’s programming and live sports broadcasts.

While reform advocates continue to push for a full ban, Prime Minister Anthony Albanese remains cautious, warning that an outright prohibition could push consumers toward unregulated black-market operators. Opposition leaders and anti-gambling groups, however, argue that partial restrictions do not go far enough.

Previous Push for Total Ban Rejected

In October 2024, the Australian Greens attempted to fast-track a complete ban by introducing the Communications Legislation Amendment (Regional Broadcasting Continuity) Bill. That proposal was blocked in the Senate, though the Greens have vowed to reintroduce it.

Parallel AML/CTF Crackdown

Alongside the ad debate, the gambling sector faces sweeping reforms to anti-money laundering (AML) and counter-terrorism financing (CTF) rules. The latest AML/CTF package, tabled in parliament on 29 August 2024, is expected to take effect in March 2026.

Australia’s financial intelligence agency AUSTRAC confirmed that gambling operators will be subject to stricter oversight. Officials estimate that money laundering could account for up to 2.3% of the country’s GDP, making gambling a priority sector for reform.

The upcoming 2025 AML/CTF framework will overhaul the outdated 2007 rules, requiring stronger compliance programs, enhanced risk assessments, stricter Know Your Customer (KYC) procedures, and more rigorous reporting of suspicious or high-value transactions.

The reforms also mandate compliance with the international “travel rule,” ensuring payer and payee details accompany all electronic transfers and crypto-based payments. AUSTRAC emphasized that any operator offering designated services must be properly registered to continue operations.

Outlook