Australia’s gaming advertising reforms have taken a major step forward after an amended package secured approval in the House of Representatives on August 18 and advanced to the Senate on August 19.

One of the key measures is the creation of a national online advertising opt-out register, allowing Australians to stop receiving relevant promotional content across online platforms. The Australian Communications and Media Authority (ACMA) would administer the register, with licensed operators funding its operation through a new industry levy.

The register would operate alongside the government’s proposed “triple-lock” framework. Under this approach, relevant online advertising would be limited to users who are logged in, verified as being over 18 and provided with an option to stop receiving such promotional content.

The amended package also introduces tighter controls on direct marketing and customer incentives. Operators would be prohibited from sending direct promotional communications during the first 14 days after a customer opens an account.

The restriction would also apply for 90 days after a user leaves the national BetStop self-exclusion register, while customers identified as being at high risk would receive similar protections. Certain commission arrangements involving operator employees or affiliates would also be prohibited.

Advertising rules surrounding live sporting events would also become stricter. The pre-game advertising blackout would be extended from five minutes to 15 minutes, while the start of the three-advertisement-per-hour broadcast restriction would move from 6:00 a.m. to 5:00 a.m.

Relevant promotional content would also be prohibited during children’s programming, while restrictions covering televised live sport would be extended to online services.

According to Australian parliamentary records, the bill completed its first and second readings in the Senate on August 19 and has moved into further consideration.

The latest developments signal a tighter regulatory environment for digital marketing and sports-related promotions in Australia. If the legislation completes the remaining parliamentary process, operators and online platforms will face expanded compliance requirements covering advertising, direct marketing and consumer safeguards.