Over the past year, gambling advertising reform in Australia looked like it was finally gaining serious traction. Public concern had reached new heights, with parents, mental health professionals, and advocacy groups calling for change. Both major political parties signalled willingness to act, and the media kept a steady spotlight on the issue.
Momentum peaked with the release of a major report that seemed to lay out the blueprint for change. Yet, months later, the reform is stuck in neutral. So what happened?
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The Promise of Reform – What the Murphy Report Said
A long-awaited review into gambling advertising practices was released in July 2025. Known as the Murphy Report on gambling advertising of July 2025, it was authored by Michelle Murphy, an independent expert appointed by the federal government to lead a wide-ranging inquiry into the regulation of gambling ads across Australia.
Murphy’s report was thorough, sharp, and direct. It recommended a phased ban on all forms of gambling advertising within three years. Key proposals included banning ads during live sport broadcasts before 10:30pm, introducing strict “watershed hours,” and limiting the use of social media influencers to promote gambling content, particularly those targeting younger demographics.
Murphy didn’t stop there. She also pushed for a national framework to harmonise state and territory laws and stronger penalties for broadcasters’ and online platforms’ non-compliance.
The Public Reaction
The reaction was swift and overwhelmingly supportive. Major newspapers praised the report as “bold but overdue.” Mental health organisations, children’s advocacy groups, and even some former professional athletes backed the recommendations.
A YouGov poll commissioned just days after the report’s release showed that 74% of Australians supported a total ban on gambling ads during live sport, and over half wanted a broader crackdown across all media formats.
In short, the Murphy Report seemed to strike a chord. It looked like the country was ready to act.
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What Happened to the Ban?
In the immediate aftermath of the report’s release, political leaders lined up to show support. The federal Minister for Communications called the recommendations “a strong foundation for overdue reform.” State premiers echoed similar sentiments, and the Opposition even hinted it might support a bipartisan approach to fast-track implementation.
But then… silence.
No bills were introduced. No formal reform timeline was announced. And within weeks, gambling ad reform began to quietly disappear from the headlines.
Delays, Deferrals, and Departmental Drift
Since July 2025, the reform process has been plagued by delays. A planned consultation period was extended twice, reportedly due to “high stakeholder engagement.” Parliamentary committees tasked with reviewing the issue failed to meet their own deadlines.
Meanwhile, behind the scenes, the reform drifted further down the list of government priorities. Attention shifted toward cost-of-living concerns, housing affordability, and defence policy, leaving gambling ad reform stalled in bureaucratic limbo.
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Why Political Hesitancy Is Slowing Reform
Australian broadcasters, especially free-to-air networks, rely heavily on gambling ad revenue, particularly from major sports betting companies. According to a 2024 report from AdNews, over $300 million was spent on gambling advertising in Australia in the previous year alone.
Major sporting codes like the AFL and NRL also have lucrative sponsorship deals with betting operators. Reforming or banning advertising would significantly impact these revenue streams, making the media and sports bodies wary of sudden changes.
Lobbying has intensified behind closed doors, with industry stakeholders warning of job losses, reduced sports funding, and less coverage of live games if reform goes too far.
Elections, Optics, and Political Caution
Politics is another reason for the holdup. With a federal election likely in mid-2026, both major parties appear reluctant to stir controversy with powerful media organisations or alienate voters who still enjoy a flutter.
There’s also division within party ranks—some MPs argue for strict reform, while others, especially in marginal seats, push for a “balanced” approach that preserves ad revenues and sponsorships.
Ultimately, the fear of backlash from industry giants and internal disagreements has made politicians cautious. They know the public wants action, but they’re hesitating on how hard to push.
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The Cost of Delay: What It Means for Australians
While politicians stall, the ads keep rolling. Data from the Australian Communications and Media Authority (ACMA) shows that in the second half of 2025, gambling ads were broadcast more than 1.2 million times across free-to-air TV, radio, and digital platforms.
Live sport remains the biggest magnet. A single Friday night AFL game can include up to 20 gambling ad placements, many right before or after critical plays. Viewers report seeing betting odds during pre-game shows, halftime analysis, and even embedded within commentary.
Impact on Young People and Vulnerable Groups
This saturation has real consequences. Research by the Australian Gambling Research Centre shows that children as young as 11 can recall betting brand slogans, and teenagers are increasingly exposed to betting content through social media influencers and streaming platforms.
Problem gambling experts warn that this constant exposure normalises risky behaviour. Vulnerable Australians, including those recovering from gambling addiction, are being bombarded with triggers, making relapse more likely.
The delay in reform isn’t just a political issue. It’s affecting lives, especially the most at-risk.
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Where Do We Go from Here?
Advocacy groups haven’t stayed quiet. Organisations like Alliance for Gambling Reform and GambleAware have launched public campaigns urging the government to implement the Murphy Report recommendations without further delay.
They’re calling for state governments to take matters into their own hands if federal action continues to stall. Some watchdogs want urgent interim measures, such as mandatory ad warning labels and stricter influencer guidelines.
Experts are also suggesting the creation of a national gambling ad regulator to oversee enforcement and compliance.
What to Watch in Late 2025 and Beyond
There are some signs of movement. A private member’s bill, focusing on restricting gambling ads during children’s programming and live sports, is expected to be introduced in the Senate before the end of 2025.
Victoria and South Australia are also reportedly exploring state-level ad limits, which could pressure federal lawmakers to follow suit.
Meanwhile, all eyes are on the next round of parliamentary hearings and whether the government will finally commit to a national reform plan in early 2026.
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Conclusion
The Murphy Report on gambling advertising of July 2025 gave Australia a clear path forward. The public is on board. The evidence is there. Yet meaningful reform remains stuck, caught in a web of political hesitation, industry pressure, and bureaucratic drift.
The longer the delay, the higher the cost, not just in dollars, but in harm to everyday Australians. It’s time for leaders to stop stalling and start acting.
