The Australian government is contemplating capping televised gambling ads rather than enforcing a complete ban, a move that has drawn criticism from various political figures and health advocates.

A recent parliamentary inquiry has recommended strong regulatory action to phase in a blanket ban on gambling advertising to protect children, which has garnered support from multiple politicians.

Independent senator David Pocock argues that the gambling industry has lost its social license and emphasizes the need to reduce excessive advertising instead of banning gambling altogether.

The proposed regulations include a partial ban that would limit gambling ads to two per hour until 10 PM and prohibit them around live sports events, set to begin in 2026.

According to the Australian Communications and Media Authority, nearly $240 million was spent on gambling advertising across free-to-air TV, radio, and online platforms between May 2022 and April 2023.

The gambling industry, represented by Kai Cantwell from Responsible Wagering Australia, opposes a full ban, warning that it could push gamblers towards illegal offshore services that lack consumer protections.

Health experts express concern that gambling marketing negatively influences children, arguing that a partial ban will not adequately address this issue.

Media industry leaders have been warned that a total ban could lead to an estimated $240 million loss in revenue, further straining their financial viability.

Under the proposed regulations, gambling ads would be banned during children's programming and live sports broadcasts, with a maximum of two ads per hour allowed in general TV programming.

Senator Jacqui Lambie has voiced her opposition to gambling ads on TV, suggesting that major parties are hesitant to enforce a ban due to concerns about backlash from broadcasters.

Australians reportedly have the highest per capita gambling losses globally, totaling $25 billion annually on legal wagering, highlighting the urgency of addressing gambling advertising.

Following discussions, some Labor backbench MPs have called for a total ban on gambling ads, aligning with recommendations from a bipartisan parliamentary inquiry.