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The Australian Labor government is moving to strengthen gambling reforms as Prime Minister Anthony Albanese negotiates with Opposition Leader Angus Taylor over changes to the legislation.
The proposed amendments would limit gambling inducements designed to encourage continued betting, while also addressing concerns about advertising targeting and children's exposure to gambling promotions.
Political pressure builds around the reforms
The negotiations follow criticism that Labor's bill does not go far enough to tackle gambling harm. Albanese told Labor MPs that the government was seeking practical measures covering inducements and advertising.
Taylor has also called for action on predatory inducements, while stressing the need to balance consumer protection with personal responsibility.
The debate intensified after parliamentary hearings heard allegations that some high-spending gamblers had been provided with illegal drugs and access to sex workers by gambling company VIP managers to keep them betting.
Major wagering companies rejected the allegations, saying there was no evidence to support them.
The proposed changes have drawn criticism from the Greens and crossbenchers, who want stronger restrictions.
Some Coalition MPs have also pushed for tougher advertising rules, including potentially replacing an opt-out model for gambling advertisements on streaming services with an opt-in approach.
The industry has warned that restricting inducements could push gamblers toward offshore operators.
The reforms build on recommendations from a parliamentary committee chaired by the late Labor MP Peta Murphy, which called in 2023 for online gambling inducements and inducement advertising to be prohibited.
Paid search for gambling businesses
The debate also highlights the wider regulatory environment for gambling advertising. PPC betting and Google Ads betting can form part of digital acquisition strategies, subject to platform policies and local regulations.
Businesses using PPC casino campaigns face similar considerations as authorities examine ways to reduce gambling-related harm.
Google Ads betting and PPC betting remain relevant channels, while PPC casino advertising may also be affected by evolving rules around gambling promotions.
