Free TV warns gambling ad reforms threaten the future of free-to-air television in Australia

Australia’s commercial broadcasters face a significant financial impact due to the upcoming gambling advertising restrictions.

Australia.– Free TV, the industry body representing commercial broadcasters, has warned that Australia’s free-to-air television sector faces a major challenge due to the federal government’s new gambling advertising reforms. It says the restrictions will have a “material impact” on advertising revenue that funds free-to-air services, while creating new compliance costs.

The measures announced by Prime Minister Anthony Albanese will cap gambling ads on broadcast television to no more than three per hour between 6am and 8.30pm from January 1 2027., with a complete ban during live sports broadcasts in those hours.

According to Nielsen Ad Intel, the gambling and gaming industry spent AU$187.75m (US$130m) on advertising in 2024, with 68 per cent directed to free-to-air TV.

Free TV CEO Bridget Fair said: “We are concerned about the revenue impact these restrictions will have on services that are required to be advertiser-funded,” Fair stated. Then, she added: “The government has consistently acknowledged that mitigation is part of this equation, and weurge it to act on that commitment without delay.”

The body is calling for the permanent removal of the Commercial Broadcasting Tax and faster progress on the News Bargaining Incentive to offset the losses. 

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Australia’s commercial broadcasters face a significant financial impact due to the upcoming gambling advertising restrictions. Australia.– Free TV, the industry body representing commercial broadcasters, has warned that Australia’s free-to-air television sector faces a major challenge due to the federal government’s new gambling advertising reforms. It says the restrictions will have a “material impact” on advertising…