Gambling Advertising in Australia: Rules and How to Run Compliant Campaigns

Last updated: October 2026

Quick answer: In Australia you can only advertise online wagering, mainly sports and racing betting, from operators licensed by an Australian state or territory. Online casino services such as online slots, poker and roulette are illegal to provide or advertise, as is online in-play sports betting. Licensed bookmakers must follow strict rules, including the ban on credit card and crypto payments and the BetStop self-exclusion register. Successful campaigns work inside those limits.

Australia is one of the world’s most active betting markets, but its online rules are very different from Europe or Latin America. Many “how to advertise gambling in Australia” guides ignore that most online casino advertising is illegal there. This guide explains what is allowed and how licensed wagering brands can run effective campaigns.

What is legal and what is not

According to the Australian Communications and Media Authority’s 2024-25 compliance report, under the Interactive Gambling Act (IGA):

The ACMA blocks illegal gambling websites through internet providers and asks hosting companies, domain registrars and social media platforms to remove illegal services. The same report says about 220 illegal services have left the Australian market since enforcement began.

Rules licensed wagering brands must follow

• No credit cards or crypto. Since 11 June 2024, online wagering providers cannot accept credit cards, credit-related products or digital currencies (ACMA).
• BetStop. The National Self-Exclusion Register lets people exclude themselves from all licensed online and phone wagering providers in one step. The ACMA reports nearly 45,000 people had registered by 30 June 2025.
• State and broadcast rules. Licences come from states and territories, and each has its own advertising and inducement rules. Broadcast codes also limit gambling ads around live sport.
• Platform rules. Google requires gambling certification (Google Ads policy) and Meta requires prior written permission.

Get local legal advice before launching, because state rules differ and change.

How licensed bookmakers can run effective campaigns

1. Plan around the sports calendar

Australian betting interest peaks around the AFL and NRL seasons and finals, major horse racing carnivals, cricket and the big international events. Build creatives and landing pages before each peak.

2. Focus on pre-match and racing markets

Because online in-play sports betting is not allowed, creatives should promote pre-match markets, racing, futures and features that are permitted online.

3. Use honest, compliant creatives

1. Show the sport or race and the market.
2. Include the required responsible gambling messages for the state.
3. Check state rules before advertising any inducement or bonus.
4. Avoid images and themes that appeal to young people.

4. Choose channels that verify licences

Use ad networks and publishers that check your Australian licence and target only Australian adults. Display on sports and racing sites, native previews and retargeting usually suit wagering brands. See our list of the best places to advertise online gambling.

5. Track to the first deposit

Use postbacks and judge campaigns by cost per first deposit and player value. Our guide to analysing gambling ad campaign results explains how.

Mistakes to avoid

• Advertising an online casino to Australians. It is illegal under the IGA.
• Promoting online in-play betting.
• Running offshore brands without an Australian licence.
• Offering payment by credit card or crypto.
• Using one national creative without checking each state’s rules.

For other markets, read our overview of gambling advertising laws around the world.

Frequently asked questions

Advertise your licensed wagering brand

CliqBetter works with licensed operators and targets only markets where they may advertise. Book a demo to discuss an Australia-compliant campaign.