A reader from New South Wales asked how to block gambling ads from their phone after repeated attempts to stop Crown casino's direct marketing failed. They reported that after complaining that the ads could harm recovering gambling addicts, the ads increased in frequency. Google responded that it could not remove the ads because they were not dangerous, and the same response was sent again when the reader clarified they only wanted to block them from their phone.
Rules for direct marketing texts
Kat George, a policy professional, explains that gambling ads are highly controversial in Australia. They saturate media, and while governments are taking steps to limit them, they still feel pervasive. For direct marketing via text message, the Spam Act 2003 and the Spam Regulations 2021 set out clear rules. Senders must obtain consent before sending marketing texts, offer an easy opt-out, and honour opt-out requests within five working days.
If Crown has sent direct advertising via text, the reader opted out, and the texts continued, they should complain to the Australian Communications and Media Authority (Acma), which can investigate. For browser ads, such as pop-ups on Google and other websites, the rules are different but changing.
Current restrictions on gambling ads
Currently, there are tight controls around advertising for banned services, including online casinos, live sports betting, and unlicensed offshore betting sites. If Crown casino is advertising these, it should be reported to Acma immediately. Complaints can also be made to the NSW Liquor and Gaming Authority.
Gambling ads are not allowed to be misleading or socially irresponsible. They cannot target children, make exaggerated claims, suggest gambling is a way to achieve success, or connect gambling with alcohol. If any of these occur, reports should be made to Acma and the NSW Liquor and Gaming Authority. If the ads do not fall within these parameters, there is little that can be done against Google or Crown casino, but this is starting to change.
New federal laws from 2027
The federal government is rolling out new laws over the next three years to limit gambling ads. From 1 January 2027, to see gambling ads, users must be over 18, logged into a website, and have their age verified. All online services must also offer an opt-out function for gambling ads on their platforms. Theoretically, from the start of next year, it should be easier to opt out of gambling ads on all online platforms. If users stay logged out and do not verify their age, they should not see those ads. If online services continue to serve ads in contravention of the new rules, complaints can be made to Acma.
The government has also pledged to introduce a one-stop register that will allow users to opt out of all online betting ads, avoiding a piecemeal, site-by-site approach. It is still unclear how this register will work.
Immediate steps to limit ads
In the meantime, technical steps can help limit browser ads. Google has instructions for customising what users see through its My Ad Centre function. There is a tab for “sensitive” ads, which allows users to limit gambling ads, as well as alcohol, dating, pregnancy, parenting, and weight loss ads. However, Google cannot guarantee users won’t be exposed to these ads even after opting out, because users must be logged into their Google account for the limitation to take effect. If not logged in, preferences won't count.
Ads that aren’t about the opted-out topic might still feature it. Google gives the example of opting out of alcohol ads but still seeing an airline ad with a customer sipping champagne. Search activity also affects ads, so searching for something gambling-adjacent, like a restaurant inside the Crown complex, might trigger relevant ads. Ironically, searching for information on how to stop gambling ads could lead opaque algorithms to feed more ads based on search terms.
Installing an adblocker is another option. Most adblockers have a free option, with a paid premium version that provides more scope to block nuisances like pop-ups and offers higher protection against unwanted ads.
The current regulatory environment means changing preferences and blocking ads are the best options for short-term changes. But come the new year, users will have more rights regarding opting out of gambling ads. For those struggling with gambling, Gambling Help can be contacted online or via phone on 1800 858 858 for 24/7, free and anonymous support.
