A meaningful step in the right direction or the ultimate “taking out the trash” announcement — two very different reactions to Labor’s long-awaited gambling reforms.
The rubbish gag is a reference to the classic political communications tactic of strategically releasing damaging, embarrassing or unfavourable news at a time when it is least likely to be noticed or heavily covered by the media.
It’s not quite the case that Prime Minister Anthony Albanese thought no one would notice him using national television to unveil a policy package that includes partial gambling ad restrictions.
But the cynicism from his critics comes from the fact he made that announcement in the bottom half of a National Press Club address ostensibly focused on his government’s response to the all-consuming global oil crisis.
Oh, and that it all occurred the day before the Easter long weekend.
On that basis alone it’s probably fair to assume not a lot of Australians clocked the full picture on Thursday.
Yet some inside Labor were quietly celebrating having managed to secure the release of a package of reforms seeking to protect children from the harms of the betting industry at all.
This has been a complicated and politically fraught issue for the Albanese government for many years.
Albanese announced gambling ad reforms at National Press Club 2 April 2026. (ABC News: Dan Sweetapple)
A powerful legacy from a beloved MP
In late 2022 the federal parliament’s social policy and legal affairs committee launched an inquiry into online gambling reform chaired by the late Labor MP Peta Murphy.
By June the next year, the inquiry’s final report, titled ‘You win some, you lose more‘, was published with 31 recommendations, including a call for a total ban on online gambling advertising.
It also sought to tackle so-called ‘”inducements” that encourage people to bet and introduce more oversight through a national regulator and an ombudsman.
Less than six months later, Murphy passed away following a battle with cancer.
In the years since the inquiry’s review has become known as the Murphy Report and is widely seen as the legacy of a beloved member of parliament.
When an initial attempt at a reform package last term was shelved amid leaks and criticism, the Greens and crossbench blamed Albanese.
Labor’s landslide re-election brought renewed hope of reform, but in the past 12 months many advocates in the sector only became further disillusioned.
In late 2022 the federal parliament’s social policy and legal affairs committee launched an inquiry into online gambling reform chaired by the late Labor MP Peta Murphy. (ABC News)
Labor MPs made tactical call to work quietly
During all this, more than a dozen Labor MPs were in regular contact with each other to discuss how to move the government forward on the issue.
A tactical decision was made early to move quietly within the formal structures behind the scenes rather than lob bombs through public media appearances.
The discipline inside Labor on the subject of gambling reform has been surprising even for this very united caucus.
Trying to find an MP willing to publicly criticise the prime minister’s handling of the issue has long been a challenge.
Lately though, finding a Labor MP willing to even privately criticise the lack of action on gambling has been tough.
This self-enforced discipline to an extent speaks to just how fragile the hope of making progress really was internally.
The measures announced on Thursday were broadly welcomed by many MPs as an important step in the right direction that would demonstrably reduce children’s exposure to gambling in the context of sport.
“Is this job done? No, but everything announced is a step in the right direction and its meaningful protections for children,” one Labor MP said.
Loading ‘Underwhelming’ and ‘feeble’ say advocates in parliament
Under Labor’s plan, gambling ads in stadiums, on jerseys, during commentary, on the radio around school pick-up and drop-off time and online for underage Australians will be banned from January.
Women targeted with ‘novel’ gambling ads as reform stalled
TV advertising will be partially restricted, adults will be able to “opt-out” of ads online and the use of celebrities and sport stars to promote gambling will be no more.
Those changes aren’t nothing, but to advocates who have been fighting for the full Murphy Report to be implemented they do not go far enough.
“Underwhelming,” was the review of Liberal MP Simon Kennedy. “Hugely disappointing,” according to ACT Senator David Pocock. “Feeble half measures,” says independent MP Kate Chaney. And the PM “squibbed it” is Greens Senator Sarah Hanson Young’s view.
As this column put to Albanese at the NPC last week, protecting children is a valiant cause but it’s the adults in this country losing $32 billion a year to gambling.
That’s the highest per capita of anywhere in the world.
There is also research from the Australian Communications and Media Authority (ACMA) that partial ad bans lead to an explosion of promotions in times or spaces outside the restrictions.
The announcement was “hugely disappointing”, according to ACT Senator David Pocock. (ABC News: Matt Roberts)
Gambling fight may not be over
Asked about this, the PM insisted his reforms “got the balance right,” calling them the most “significant” since Labor’s last suite of measures.
Whether the Labor membership agrees with that assessment will be firmly tested when the party faithful and powerbrokers converge on Adelaide for their national conference in July.
The gathering takes place once per federal parliamentary term and is theoretically where the big defining policy fights of the time are won and lost.
Diehard fan wants gambling ads out of football
Work had been underway to build a grassroots movement to get behind gambling reform, with a series of motions to be put to Labor branches to generate momentum ahead of Adelaide.
Taking the heat out of that movement before July rolled around would absolutely have been a factor in Albanese’s thinking.
Some Labor MPs believe he will have now placated most members; with one acknowledging there was “no way” they could have gone to conference without a policy package announced.
But others inside the party feel the fight is only beginning.
Trash or not, Labor still has to figure out how to deliver its chosen gambling reforms and the stakes, quite frankly, couldn’t be higher.