Nine Entertainment, a major Australia media firm, warns it will seek compensation if the Albanese government implements the Murphy report's gambling ad ban.
One of Australia’s largest media outlets, Nine Entertainment, has issued a strong warning to the federal government, stating it will demand financial compensation if a proposed gambling advertising ban is implemented. Speaking at the company’s recent AGM, Nine Chair Catherine West said the loss of gambling advertising revenue, a significant income stream, would require reimbursement from the government.
“ If we are banned from having gambling advertising, there’s two things we would ask for,” West stated. “ Yes, some type of compensation… but most importantly, that the gambling ban is fair across all sectors.” This “fairness” demand is a clear strategic shot at global ad tech platforms and social media companies, with Nine Entertainment arguing that regulated Australian media outlets should not be disadvantaged while “a gambling free-for-all” continues on digital platforms.
The conflict stems from the landmark Murphy report, the result of a parliamentary inquiry in 2023. The report’s primary recommendation was a comprehensive gambling ad ban, to be phased in over three years, to tackle the rising rates of gambling harm. However, the Albanese government shelved the report’s recommendations late last year, a move widely seen as a political calculation to avoid a costly battle with powerful media revenue lobbyists and the gambling industry ahead of this year’s general election.
Having won the election, Prime Minister Anthony Albanese has still not committed to the full package of gambling reform Australia advocates are demanding, and has publicly stated a total ban may not be feasible. This delay is causing growing frustration among reformers and independent politicians, who point to new data from the Australian Gambling Research Centre (AGRC) showing that 2.6% of Australian adults are at high risk of gambling harm.
The entire debate is complicated by Australia’s fragmented gambling regulation system. With no national gambling regulator, oversight is a patchwork of state and territory laws. This has led to some states, like New South Wales and Victoria, implementing their own tougher player protection standards, such as bans on ads on public transport, while the federal Albanese government remains hesitant on national reforms like the gambling ad ban.
This fragmented system has been criticised by campaigners for failing to provide a consistent standard of player protection. However, the Australian gambling market remains highly lucrative, with an estimated gross profit of AU$32 billion, and continues to attract major corporate activity, such as the recent bidding war for PointsBet. Nine Entertainment’s high-profile demand for compensation now adds another significant financial and political hurdle for the Albanese government to overcome, making the path to comprehensive gambling reform Australia looks more difficult than ever.
Nine Entertainment’s threat to seek compensation is a shrewd and powerful political manoeuvre designed to stall or kill the proposed gambling advertising ban. By putting a potential multi-billion dollar price tag on the reform, Nine transforms the Murphy report’s recommendations from a public health issue into a costly and politically toxic treasury problem for the Albanese government. This tactic highlights the deep financial dependency of Australia media outlets on gambling advertising revenue and creates a significant financial deterrent to implementing the gambling reform Australia campaigners are calling for. It’s a hardball lobbying strategy that forces the government to weigh the political cost of inaction on gambling harm against the immediate and substantial budget hit of compensating the media.
Furthermore, Nine’s demand that any ban be “fair across all sectors” is a strategic masterstroke. This “fairness” argument is a direct challenge to the government to extend any gambling ad ban to global ad tech giants like Google and Meta (Facebook). This move cleverly reframes the debate, pitting Australian media against Big Tech and leveraging nationalist sentiment. It significantly complicates the implementation of any ban, as regulating the digital advertising ecosystem of global platforms is a far more complex legal and technical challenge than simply restricting broadcasts. By linking the two, Nine Entertainment has created a “poison pill” that makes the Murphy report’s simple gambling ad ban recommendation nearly impossible to enact without facing a protracted, multi-front war with both domestic media outlets and global ad tech platforms.
This entire saga exposes the fundamental weakness at the heart of Australian gambling regulation: the lack of a national gambling regulator. The Albanese government’s paralysis at the federal level, created by this intense lobbying pressure, means that any meaningful player protection reforms are left to individual states. This results in a chaotic and inconsistent patchwork of rules, which ultimately benefits no one except, perhaps, the gambling industry itself, which can exploit the fragmented system. While gambling harm rates remain high, the prospect of a unified national solution like the gambling ad ban is being effectively neutralised by these political and financial power plays, leaving the core recommendations of the Murphy report stuck in legislative limbo.
