Published: November 2, 2022

What are the new taglines online wagering companies will be required to show?

Online gambling companies will be required to ask punters, "What’s gambling really costing you?" and "What are you really gambling with?" under new advertising rules announced by the federal government. 

The rules will apply to companies that offer betting through apps or websites for all TV, video, radio, digital, print, social media and in-app advertising. 

Let's take a look at what the companies will be required to do and reaction to the changes. 

What are the changes?

The current "gamble responsibly" tagline on advertisements will be replaced. 

There will be seven new options when the new changes come into effect in April for online wagering companies.

They are: 

  • "Chances are you're about to lose"
  • "Imagine what you could be buying instead"
  • "You win some. You lose more"
  • "What's gambling really costing you?"
  • "Think. Is this a bet you really want to place?"
  • "What are you prepared to lose? Set a deposit limit" 
  • "What are you really gambling with?"       
  • The tagline must be accompanied by the call to action: For free and confidential support call 1800 858 858 or visit

    All states and territories have agreed to the new rules which are part of the National Consumer Protection Framework.  

    The government has set out rules for how much space the text must take up and the pace at which the messages must be read out.

    Different taglines apply depending on the platform. 

    The taglines must be rotated equally over a 12-month period. 

    How did we get here?

    Australia has the world's highest gambling losses per capita, at $1,276 per year. 

    A study led by Central Queensland University (CQU) researchers found interactive gambling more than doubled in the eight years leading to 2019-20. 

    It found gambling was most popular among men aged 20 to 49. 

    Gambling Research Australia and CQU ran a study into the impact of consistent gambling messaging across the country last year.

    The study found the most effective messages in helping people limit their sports betting were those that encouraged people to keep track of their spending and think about the benefits of spending less. 

Social Services Minister Amanda Rishworth said the evidence showed the current tagline "doesn't do the job of getting people to think and to minimise harm". 

She said there had been extensive research by behavioural experts over the past two years into the development of the new taglines.

More than 800 people were consulted on the new taglines, which were evidence-based and "shown to work", Ms Rishworth said. 

MP calls for government to go further

Independent MP Andrew Wilkie has been outspoken on gambling reform. 

He has welcomed the changes, but has called on the government to go further. 

"There should not be any gambling advertising during any time of the day when children could quite reasonably be expected to be watching. 

"I think the government has also got to consider the groundswell in the community for just getting rid of gambling advertising completely." 

A poll conducted by the Australia Institute found 71 per cent of 1,000 respondents agreed with the suggestion that gambling advertisements on TV should be banned.

Only 11 per cent of those surveyed disagreed.

Mr Wilkie also wants to see online gambling companies linked in real time so when a gambler reaches their daily limit they can not swipe to another app and run up a hefty total. 

Is the government going to do more?

There is currently a House of Representatives standing committee inquiry into online gambling and its impacts on those experiencing gambling harm. 

It is accepting submissions of recommendations from people and organisations until November 11. 

Ms Rishworth said the new taglines were one of "many steps" to address online gambling. 

However, Ms Rishworth did not comment on whether the government would support a total ban on gambling advertisements. 

She said an exclusion register would be coming in at the end of November.

"This is just the latest step we're taking to minimise gambling harm or fraud," she said.

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