ACMA gears up for expanded gambling watchdog role under ad reforms

Key federal regulator the Australian Communications and Media Authority (ACMA) has placed the implementation of proposed gambling advertising reforms at the centre of its compliance and enforcement agenda for 2026–27, while continuing its long-term campaign to reduce gambling-related harm across Australia.

The communications regulator has released its annual compliance and enforcement priorities, identifying gambling advertising reforms as one of five key areas where it will increase regulatory oversight in the coming year.

ACMA Chair Nerida O’Loughlin said the regulator’s priorities were focused on areas posing the greatest risk of harm to consumers and sectors where new regulatory requirements are being introduced.

“Communications services are at the centre of Australians’ economic and social lives,” O’Loughlin said. “Consumers expect more from these services than ever before. And they want more help in getting access to services and stronger protections if things go wrong.”

Under the proposed reforms, which are subject to parliamentary approval, gambling advertising would face tighter restrictions across television, radio and online platforms. The measures are expected to include bans on gambling advertisements during live sporting events within specified time periods.

The reforms would significantly expand ACMA’s role in Australia’s gambling regulatory framework, giving the regulator primary responsibility for overseeing compliance with the new advertising restrictions.

If passed by Parliament, the watchdog would be responsible for providing industry guidance, monitoring compliance and taking enforcement action against advertisers, broadcasters and online platforms that breach the new requirements.

The legislation is expected to be debated later this year, with the proposed measures slated to commence on January 1.

The ACMA said it would prioritise implementation of the new rules following their enactment, providing guidance to industry on compliance obligations and taking enforcement action where advertisers, broadcasters or online content providers fail to meet the requirements.

The gambling reforms will sit alongside the regulator’s enduring priority of preventing gambling harm, which was first established in 2024 and remains a permanent focus area.

As part of that ongoing work, ACMA said it would continue collaborating with other regulators and industry to combat so-called “scambling” services that exploit vulnerable Australians, target influencers promoting illegal gambling operators, disrupt unlawful gambling services, and drive stronger compliance with BetStop, Australia’s National Self-Exclusion Register.

The regulator emphasised that its gambling harm initiatives would be undertaken in addition to the specific advertising reform implementation program.

Beyond gambling regulation, the ACMA identified four other annual priorities for 2026–27: disrupting branded SMS scams, enforcing Triple Zero and public safety obligations, strengthening compliance with mobile phone equipment standards, and enforcing new telecommunications protections for people affected by domestic, sexual and family violence.

The regulator’s annual priorities are complemented by three enduring enforcement themes: preventing gambling harm, combatting spam and telco scams, and protecting vulnerable telecommunications customers.

Under the latter category, ACMA said it would focus on enforcing financial hardship protections and addressing systemic conduct that disproportionately affects consumers experiencing vulnerability.

“These priorities identify areas of particular focus for the year ahead, but they do not limit the ACMA’s work,” O’Loughlin said.

“We will continue to take action across all our regulatory responsibilities where we identify serious or systemic non-compliance.”

The 2026–27 priorities were informed by submissions received through a public consultation process.