Triple-lock rule for online betting ads in Australia

New controls on betting ads will apply to online content platforms in Australia from 1 January 2027. The Australian Communications and Media Authority (ACMA) has published the first guidance on the exemption. Under the new rules, platforms will generally be banned from publishing betting ads. However, platforms that want to run ads may use the "triple-lock exemption" if they take reasonable steps to restrict access to eligible users.

Under the framework, platforms must prevent restricted users from receiving betting ads, ensure that recipients are using a registered account, and give account holders a way to stop receiving the ads. Restricted users include people under 18 in Australia, users whose age has not been verified, people who are not logged into their registered account, and those who have chosen to stop receiving betting ads.

Age verification will play an important role in determining whether a service has taken reasonable steps to comply. According to the guidance, possible methods include age verification, age estimation and age inference. Platforms may use more than one independent method when assessing age. A government-issued identity document cannot be the only option. Those who do not want to use identification must be offered a reasonable alternative.

The rules will cover social media, websites, messaging apps, online gaming services, and subscription and streaming-based video services. The guidance also covers sponsorship and promotional materials linked to licensed interactive betting services. Unpaid content may also fall within scope if it is prepared by or on behalf of an operator, or for an operator, and promotes a betting service.

Because of the account requirement, betting ads cannot be shown to every visitor. This is expected to affect the amount of advertising space that publishers and digital platforms can offer to betting operators.