Australians favour gambling ad controls over ban, survey finds

Garance Limouzy September 9, 2024

According to a recent survey, the majority of Australian voters prefer moderate restrictions on gambling advertising rather than a complete ban. Conducted between 30 August and 1 September 2024, the survey gathered responses from 1,550 voters across Australia.

Advertising concerns

When prompted with potential concerns around betting and wagering advertising, a significant portion of respondents (39 percent) expressed worry about children being exposed to such content. Another 26 percent noted concerns for problem gamblers.

However, the survey found that Australian voters are most concerned about the cost of living (67 percent) and housing (39 percent), while problem gambling and betting ranked significantly lower, with only 2 percent identifying them as a top three issue.

***Q: Thinking about advertising for betting and wagering in Australia more broadly, which of the following are you concerned about, if any? Source: Freshwater Strategy.***

Public opinion favours restrictions over total ban

Despite growing calls for a total ban on betting and wagering advertising, the survey results indicate that a majority (56 percent) of Australian voters prefer alternatives, such as tighter regulations, over an outright ban (37 percent). This sentiment is even more pronounced among regular bettors, with 52 percent favouring restrictions over a complete ban, while only 31 percent support a full prohibition.

The survey also revealed that more than half of Australian voters (53 percent) were unaware of the ongoing calls to ban gambling advertising.

***Q: Which of the following outcomes would you prefer in relation to betting and wagering advertising? Source: Freshwater Strategy.***

A call for balanced reform

Kai Cantwell, CEO of Responsible Wagering Australia, reacted to the survey, explaining that when presented with balanced, evidence-based alternatives—such as opt-out provisions and age verification measures—the majority of Australians prefer these over a total ban. Cantwell argued that responsible reforms, designed to protect children and vulnerable Australians, would avoid harming industries like sports, racing, and media while addressing public concerns.

“A blanket ban would push Australians toward illegal offshore providers, who operate without regulation, evade taxes, and put consumers at greater risk,” Cantwell said. He added that leveraging modern technology, such as ensuring only verified adults see gambling advertisements, could strike a balance between protecting vulnerable groups and maintaining a regulated, responsible gambling environment.

Cantwell warned that excessive regulation could have unintended consequences. International evidence suggests that banning legal advertising often drives consumers toward illegal operators, who engage in predatory practices and undermine efforts to create safer gambling environments. Furthermore, legal providers contribute significant taxes and fees to the Australian economy, supporting essential services like health and education.