Australia Introduces Mandatory Gambling Messages

Kosta Kostadinov | Published 2 Nov 2022, 3:22 p.m.

It is no secret that the situation in the UK has been quite restless, especially in recent months. We have been following the status of the White Paper very closely over the past months, and the recent cabinet change did not help the situation. Recently, we informed you that there was still no consensus on the topic, and nothing has changed significantly since then. 

However, it seems that regulating the gambling industry and creating a safe environment for players is also a priority for other regulators. One of these is the Australian government, which has decided to implement new methods to achieve this.

Australia introduces new messages 

Until now, Australia resorted to using the phrase “gamble responsibly” regarding gambling-related marketing and advertising. However, the government has decided to abandon this simple slogan and implement seven new ones. The new phrases are much more direct and somewhat harsher, which might be the perfect approach for this issue.

The new messages are as follows:

  • Chances are you’re about to lose
  • Think. Is this a bet you really want to place?
  • What’s gambling really costing you?
  • What are you prepared to lose today? Set a deposit limit
  • Imagine what you could be buying instead
  • You win some. You lose more.
  • What are you really gambling with?

These messages will be introduced through various channels, including television, radio, social media, apps, digital and print. The blunt approach may seem like an exaggeration, but officials believe that expressing it this way will significantly affect players and the overall gambling community.

According to Amanda Rishworth, the Minister of Social Services, “Online wagering is fast becoming an increasing source of gambling and an increasing source of loss for people. We have consulted widely and, importantly, we have used evidence to inform these taglines.”

The new messages are based on informed findings

When creating the phrases above, the Department of Social Services resorted to the opinions of 30 regular online punters. This gave the DoSS more reliable information for developing and introducing the new messages. 

In addition to the messages, the Australian operators will need to include a message containing the national gambling advisory network number: “For free and confidential support call 1800 858 858 or visit”. Operators will need to rotate these messages over a year-long period.


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