Earlier this month, Prime Minister Anthony Albanese unveiled what he claims is the “most significant reform on gambling that has ever been implemented,” yet advocates remain sceptical. 

Critics warn the measures are a missed opportunity that fail to address a growing national crisis

The proposed reforms include capping television gambling ads at three per hour between 6:00 am and 8:30 pm, a total ban on radio ads during school transit times, and outlawing betting logos on player jerseys and in stadiums. 

While the government argues it is "getting the balance right," Martin Thomas, CEO of the Alliance for Gambling Reform (AGR), argues the policy doesn’t go far enough. 

“The measures the Prime Minister then set out, which is only a partial cap on broadcast media, free to air gambling advertising, and a slightly better ban on online gambling, they're just not going to do the job,” he said. 

Many worry elite sport will suffer due to the new legislation, however Mr Thomas says we merely have to look at a recent precedent. 

“We have the perfect template from going back almost 30 years ago. We used to see cigarette companies sponsoring the grand final and the best and fairest,” he said. 

“Now this time round they're arguing it's completely different, but we have a perfect precedent. No one is arguing that they should go back to cigarette advertising because everyone understands it's harmful to people. Gambling is just as harmful.”

Australia is experiencing a gambling crisis. Nationally, Australians lose $32 billion a year to gambling. We see one million gambling advertisements on our screen each year, with a specific target on young people and online gambling. 

A report commissioned by the AGR shows that up to 600,000 underage teenagers gambled almost $18 million last year. 

Thomas says gambling companies are seeing the rewards of their investment. 

“They don't spend millions of dollars on the gambling ads because they don't work. They are definitely working and people are suffering huge financial hardship as a result,” he said. 

Thomas believes a full ban, as recommended by the Federal Commission into Gambling Advertising, was not implemented due to “powerful forces.”

“The AFL and the NRL reap an awful lot of profit from betting and sponsorships…. Commercial television has been arguing against this as well. And the gambling industry itself employs a lot of lobbyists, donates to political parties and also hosts a lot of ministers and MPs at events like the Australian Open and the Grand Final,” he said. 

A central pillar of the government’s plan to restrict gambling advertisement is an “opt-out” system for social media and streaming services. Users over the age of 18 would be able choose not to see gambling promotions. 

While he believes it would be effective, AGR CEO Martin Thomas labelled this approach "unfair," arguing that it places the burden on families rather than the multi-billion-dollar industry. 

“We think it should actually be the other way around. People should opt in to receive gambling ads, and we assume that the reason why the government didn't do this is because no one would opt in,” Thomas said. 

Independent polling shows 76% of Australians want a full ban on gambling advertisement. 

The government is expected to table its full response to the Murphy report when Parliament returns in May.