Australia Gambling Advertising Rules

What the Interactive Gambling Act bans

The Australian Communications and Media Authority (ACMA) explains that the IGA bans services including "online casinos" and "in-play sports betting," as well as "sports betting services which do not hold an Australian licence." Advertising follows the same line: "Gambling providers must not advertise banned services."

That rules out a whole category of campaigns regardless of platform. Even where a platform lists Australia as open, an ad for online casino-style games is unlawful there. X's own update log lists online casino-style gaming as prohibited in Australia.

Gambling ads and live sport

ACMA says "Ads are not permitted during certain periods or programs to protect children," and that "Promoting illegal online gambling breaks the law." For live sport streamed over the internet, its rules are:

• "no gambling advertising or promotion of odds is allowed during play," and no odds promotion during breaks such as half time;
• between 5am and 8.30pm, no gambling advertising or odds promotion from "5 minutes before the published scheduled start of play" until 5 minutes after play;
• "The rules apply to the time zone of the person using the streaming service in Australia";
• overseas streams are covered if they "target people who are in Australia"; horse, harness and greyhound racing are excluded.

These rules bind streaming services and broadcasters, but they shape where advertisers can buy. The ad formats and targeting guide covers placement choices.

National taglines

The National Consumer Protection Framework for Online Wagering requires consistent gambling messaging. The Department of Social Services implementation plan says the measure "must be implemented by all online wagering service providers" from March 30, 2023. Taglines such as "Chances are you're about to lose." and "What are you really gambling with?" must appear across TV, radio, digital, social media, direct marketing, sponsorship and outdoor ads, and on websites and apps. The responsible gambling messages guide lists where they go.

BetStop and sign-up

ACMA's guidance for wagering providers lists a duty to promote BetStop, the National Self-Exclusion Register, including "providing links and information on their websites and through their apps" under section 25 of the register rules. Providers must "not market to self-excluded individuals," and the Act prohibits direct marketing to a self-excluded person. Providers may not open accounts for people on the register.

Sign-up promises also changed in 2024. The Australian Transaction Reports and Analysis Centre (AUSTRAC) says online gambling providers "must complete ACIP before creating an online gambling account" from September 29, 2024, where ACIP means applicable customer identification procedures. A landing page should not suggest anyone can start betting before those checks are done. See the landing page requirements guide.

Platform rules for Australian audiences

Minimum age and help

We did not find an official page that states the minimum gambling age for Australia as a whole, so we say it is set by state and territory law; check with your local regulator. Gambling Help Online runs the Gambling Helpline on 1800 858 858, free and confidential, 24/7, and BetStop is the national self-exclusion register. More on our safer gambling page.

Questions

Can I advertise online slots to Australians?

No. Online casino-style games are banned services under the Interactive Gambling Act, and providers must not advertise banned services.

Do the live sport rules apply to social media ads?

ACMA's online rules cover live sport streamed over the internet, including overseas streams aimed at Australians. Check ACMA's guidance for the exact services covered before buying around live events.

Which taglines must Australian wagering ads use?

The national consistent gambling messaging taglines, such as "Chances are you're about to lose.", required from March 30, 2023 for online wagering providers.

Sources

1. ACMA, About the Interactive Gambling Act, no date shown.
2. ACMA, Rules for gambling ads, no date shown.
3. ACMA, Gambling ads during live sport streamed over the internet, no date shown.
4. Department of Social Services, National Consumer Protection Framework for Online Wagering: consistent gambling messaging implementation plan, notified October 31, 2022.
5. ACMA, FAQs for wagering providers: BetStop, the National Self-Exclusion Register, no date shown.
6. AUSTRAC, Strengthened customer identification procedures for online gambling service providers, no date shown; effective September 29, 2024.
7. Google Ads Policies Help, Gambling and games (official English version), no date shown.
8. Microsoft Advertising, Gambling and contests editorial guidelines, no date shown.
9. X Business, Gambling content, no date shown.
10. X Business, X Ads Policy Update Log, entries dated by month.
11. Gambling Help Online, Gambling Help Online, no date shown.
12. BetStop, BetStop, the National Self-Exclusion Register, no date shown.

All pages checked October 28, 2026. How we choose sources: data sources.