Australia's Gambling Advertising Restrictions: What Affiliates Need to Know

Australians love to gamble. They have some of the highest gambling expenditure per capita globally.

But Australian regulations make online casino affiliate marketing essentially impossible to do legally.

Here's what affiliates need to understand about this restrictive environment.

For basics, see our beginner's guide to casino affiliate marketing.

The Legal Framework

Interactive Gambling Act (IGA)

The IGA is the key federal law:

Online casinos prohibited: It's illegal to offer interactive gambling services (online casino, poker) to Australians.

Sports betting allowed (with license): Licensed Australian operators can offer sports and race betting.

Marketing restrictions: Advertising prohibited gambling services is also restricted.

This isn't a gray area. Online casinos cannot legally operate in Australia.

Australian Communications and Media Authority (ACMA)

ACMA enforces gambling advertising rules:

Website blocking: ACMA can and does block access to illegal gambling sites.

Advertising enforcement: Takes action against advertising of prohibited services.

Affiliate targeting: Has explicitly targeted affiliates promoting illegal gambling to Australians.

Active enforcement: Unlike some jurisdictions, Australia actually enforces these rules.

State and Territory Regulations

Beyond federal law:

Each state and territory has additional gambling regulations. Licensed sports betting operators must comply with both federal and state requirements.

What This Means for Affiliates

Online Casino Promotion: Prohibited

Let's be direct:

You cannot legally promote online casinos to Australian residents.

This includes:

• Casino reviews targeting Australians
• Bonus promotions for non-Australian-licensed casinos
• Comparison sites for online casinos
• Any content designed to drive Australians to prohibited services

Some offshore casinos still accept Australians. Promoting them is still illegal.

Sports Betting: Heavily Restricted

Sports and racing betting is legal with licensed operators, but:

Advertising restrictions are severe:

• No ads during live sports broadcasts (with limited exceptions)
• No inducement advertising (no "free bet" promotions)
• Strict rules on bonus offers
• Age and responsible gambling requirements

Affiliate content must comply with these restrictions.

Enforcement Reality

This isn't theoretical:

ACMA has blocked over 1,000 gambling websites.

Affiliates have received infringement notices.

Australian-based affiliates face direct enforcement risk.

Even overseas affiliates can be targeted if actively marketing to Australians.

Common Affiliate Mistakes

"They Can't Enforce Against Me"

Risky assumption:

ACMA can block websites (making your traffic worthless), can pursue legal action, and can work with payment processors.

Being offshore provides less protection than many assume.

"I'll Just Geo-Block"

Partial solution:

If you geo-block Australian IPs and explicitly don't target Australians, you reduce risk. But geo-blocking must be genuine, not token.

Content clearly designed for Australians (Australian bonus codes, AUD pricing, Australian English content) suggests targeting regardless of geo-blocks. For general guidance, see our guide on VPN users and geo-restricted casinos.

"Crypto Casinos Are Different"

They're not:

The IGA doesn't distinguish by payment method. Crypto casinos offering services to Australians are equally prohibited.

What You Can Do

Target Other Markets

The simplest approach:

Exclude Australia entirely. Focus on markets where online casino promotion is legal or at least not actively prohibited.

Many successful affiliates simply don't target Australia for casino content. Consider emerging markets like Brazil or Southeast Asia instead.

Australian-Licensed Sports Betting (If Compliant)

If you want Australian traffic:

Partner with licensed operators (Sportsbet, Ladbrokes, bet365 Australian license, etc.).

Comply with advertising restrictions (no inducement advertising, responsible gambling messaging).

Focus on sports/racing (legal betting products, not casino).

Implement strict compliance (the rules are detailed and enforced).

This is a different business than casino affiliate marketing.

Other Australian Content

Alternatives:

Gambling education: Information about responsible gambling, odds understanding, etc.

Industry news: Covering Australian gambling industry developments.

Policy content: Discussing gambling regulation and reform.

This doesn't drive affiliate revenue but might serve other purposes.

Market Context

Why Such Strict Rules?

Understanding the background:

Problem gambling concerns: Australia has high gambling rates and visible harm.

Political pressure: Gambling reform has been significant political issue.

Media coverage: Extensive journalism about gambling industry problems.

Industry acceptance: Licensed operators prefer regulated environment to offshore competition.

The Paradox

Australia's situation is paradoxical:

Australians gamble extensively. Very high per-capita gambling spend.

Sports betting is everywhere. Heavily advertised, culturally embedded.

But online casinos are banned. Different treatment for different formats.

And land-based casinos operate. Major casino complexes in every state capital.

The regulations target online casinos specifically, not gambling generally.

Offshore Reality

Despite the ban:

Many Australians do use offshore casinos. They find them despite (or perhaps partly because of) the restrictions.

This creates demand that legal operators can't serve and that affiliates can't legally address.

Risk Assessment for Affiliates

High-Risk Activities

Explicitly targeting Australians: Australian-specific content, AUD pricing, Australian bonuses.

Promoting unlicensed offshore casinos: Regardless of your location.

Ignoring geo-blocking: Not implementing reasonable measures to exclude Australians.

Australian-based operations: Operating from within Australia increases enforcement risk.

Lower-Risk Approaches

Geographic exclusion: Genuine geo-blocking plus no Australian-targeted content.

Market focus elsewhere: Building business around other markets.

Compliance investment: If pursuing sports betting, full regulatory compliance.

Legal consultation: Getting professional advice for your specific situation. Learn to identify casino affiliate red flags in any programs you consider.

Honest Assessment

For most casino affiliates:

Australia isn't worth the risk.

The enforcement is real. The market size doesn't justify the legal exposure. Other markets are more accessible.

Unless you're prepared to operate fully within Australian law (essentially just licensed sports betting), the smart move is to focus elsewhere.

Crypto and Australia

No Special Treatment

Crypto doesn't help:

Crypto casinos are equally prohibited. Payment method doesn't change the law.

ACMA blocks crypto casinos too. Same enforcement approach.

No regulatory pathway. Crypto doesn't create licensing opportunity.

For platforms like PureOdds with 50% RevShare and no negative carryover, Australian marketing isn't viable—target other jurisdictions instead.

Payment Complications

Additional issues:

Australian banks and exchanges increasingly implement controls to prevent gambling-related crypto transactions.

Future Outlook

Reform Discussions

Ongoing policy debates:

Some advocate for regulated online casinos: Licensing could create legal market.

Others want stricter enforcement: More blocking, more penalties.

Political uncertainty: Outcomes depend on government priorities.

Practical Implications

For affiliates:

Don't bet on reform. Current law is current law.

Monitor developments. Changes could create opportunities.

Maintain flexibility. If Australia opens up, be ready.

But don't build strategy around hoped-for changes.

Comparison with Other Markets

UK vs Australia

Both are English-speaking developed markets:

UK: Licensed, regulated online casino market. Strict but legal pathway for affiliates. See our UK regulations guide for details.

Australia: Online casinos prohibited. No legal pathway for casino affiliates.

Same language, completely different regulatory reality.

New Zealand vs Australia

Geographic neighbors, different approaches:

New Zealand has more ambiguous regulation. Offshore casinos operate in grayer area. Not as actively enforced as Australia.

But New Zealand is much smaller market (5 million vs 26 million).

Action Items

Assess your Australian exposure. Do you have Australian traffic? Australian-targeted content?

Implement genuine geo-blocking. If you want to avoid Australian risk.

Remove Australian-targeted content. AUD pricing, Australian bonuses, AU-specific keywords.

Focus elsewhere. Build your business around accessible markets.

If pursuing Australian sports betting: Invest in proper compliance or don't do it. Compare with Canada/USA regulatory landscape for alternative markets.

---

Australian gambling law is strictly enforced. This guide provides general information and should not be considered legal advice. Consult with Australian legal professionals before any activities that might reach Australian consumers.