Whatever the code, whatever the season, Australian sports fans are bombarded with gambling ads.

Drawing on Australians’ passion, loyalty and pride for sport, the devastating health and social consequences of gambling – including financial stress, homelessness, family violence, and mental health issues – are largely sidelined.

Instead, ads continue to normalise gambling, encouraging punters to embrace mateship and “have a crack” on gambling apps.

This prolific advertising has continued despite the findings of a landmark Australian parliamentary inquiry in 2022, which made 31 recommendations to curb the tactics of the gambling industry.

Chair of the inquiry, the late Peta Murphy MP, concluded:

If the status quo of online gambling regulation, including but not limited to advertising, was to continue, Australians would continue to lose more – more money, more relationships, more love of sport for the game rather than the odds.

However, instead of acting on the major findings of the report, the Australian government indefinitely shelved any meaningful advertising reforms after meeting with major sporting codes, broadcasters and the gambling industry.

Instead, we have been left to settle for a range of soft options, including

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