How gambling advertising rules differ across Asia and Oceania

From Australia’s phased restrictions to Thailand’s platform enforcement, regulators are balancing consumer protection against the risk of pushing players towards offshore operators.

Key takeaways:

• New Zealand prohibits online casino advertising to local customers before licences are granted and allows penalties of up to NZ$5m (US$2.8m) for illegal advertising.
• Australia will limit betting advertising on television and radio from January 1, 2027, while banning athlete and influencer endorsements and betting sponsorship on sports kits.
• Singapore prohibits gambling advertising without regulatory approval and recently fined Singapore Pools and two casino operators for breaches.
• The Philippines is considering a wider advertising ban, while Macau is developing legislation that would explicitly cover influencer marketing.
• Responsible Wagering Australia estimates that the illegal market costs Australia almost AU$4bn (US$2.8bn) annually, fuelling debate over whether advertising restrictions can strengthen unregulated operators.

Special report.- Regulators across Asia and Oceania are tightening gambling advertising rules, from New Zealand’s pre-licensing ban to Thailand’s crackdown on influencers, while weighing the risk of pushing players offshore.

New Zealand: no licences, no advertising

In September of this year, Andrew Hannan, director of Industry & External Affairs at Entain for Australia and New Zealand, spoke at the CiG iDEA Summit and issued a warning: if brands compete for attention through advertising ahead of the launch of regulated online gambling in New Zealand, authorities could respond by imposing new restrictions.

In New Zealand, advertising is today the most slippery terrain in the process that will end with the granting of 15 online gambling licences. The Online Casino Gambling Act came into force on May 1, 2026, and the Department of Internal Affairs (DIA) clarifies that, while no licences exist, online casinos cannot advertise to New Zealand customers. The regulator can order the removal of content and impose sanctions of up to NZ$5m (US$2.8m) for illegal advertising.

Once the market launches, marketing aimed at under-25s will only permitted if targeting controls can reliably exclude those under 18.

Australia: new restrictions

On the other side of the Tasman Sea, the debate recently reached a definition. The Australian Parliament approved the Interactive Gambling Amendment (Gambling Reform) Bill on August 19, 2026, and most of the measures take effect from January 1, 2027. A maximum of three ads per hour will be allowed on free-to-air television between 5am and 8.30pm, and ads will be banned during live sports broadcasts within that window, with a similar restriction on radio during school drop-off and pick-up times.

Added to this is a ban on betting advertising in stadiums and on the jerseys of players and officials. Ads featuring athletes and influencers are also prohibited, and a national register will allow any person to opt out of betting advertising across all online platforms at once.

Anthony Albanese’s government didn’t impose everything recommended by the 2023 Murphy report, which called for a total ban on online gambling advertising. The argument was the dependence of broadcasters and sports clubs on that revenue and that removing advertising by licensed operators could push consumers towards unregulated offshore sites.

Singapore: prohibition as the rule

In Singapore, the Gambling Control Act, in force since August 2022, makes it an offence to advertise illegal gambling, both within the country and from abroad targeting people located in Singapore, and all advertising by licensed operators is prohibited except with GRA approval. According to the Ministry of Home Affairs, advertising unlicensed sports betting can cost up to SGD20,000 (US$15,600) in fines, and Singapore Pools is the only authorised operator.

In its annual report, released in October, the GRA fined Singapore Pools and Marina Bay Sands SGD100,000 each and Resorts World Sentosa SGD75,000; in the case of the two casinos, the reason was breaching advertising regulations.

Thailand: jail for influencers

In Thailand, Section 12 of the 1935 Gambling Act prohibits the advertising of unauthorised gambling, with penalties ranging from three months to three years in prison or fines. In 2025, there was a scandal around a promotion for an online casino during Miss Universe.

According to official figures, courts ordered the blocking of 835,207 URLs between October 2025 and September 2026, and a further 109,868 were blocked through cooperation with the platforms. On October 6 2026, the Ministry of Digital Economy and Society announced it would work with Meta, TikTok and search engines against illegal gambling.

Philippines and Macau: regulation in motion

In the Philippines, PAGCOR ordered the removal of outdoor advertising by online gambling operators in July 2025 and has applied an advertising blackout on TV and radio from 5.30pm to 8.30pm. Its head, Alejandro Tengco, has told the Senate that he is evaluating a complete ban on advertising on TV and radio. In Congress, bill SB 2347 proposes a general ban on TV, radio, print, online and social media, including celebrities and influencers.

In Macau, concessionaires may only promote gambling activities inside the casinos, but the government is pushing a new Advertising Law that would confirm the prohibition of all gambling advertising, with exceptions for responsible gambling campaigns, addiction treatment and the display of rules. The bill would also cover influencer marketing for the first time.

The rest of the region

India’s Online Gaming Act of August 2025 bans online real-money gaming and its advertising, with penalties of up to two years in prison or fines. As of September 25, 2025, Japan prohibits advertising and content that directs users to online casinos, in a country where, according to police, around 3.37 million people bet on illegal sites in the past year. In Hong Kong, the Jockey Club has a monopoly on betting, and it’s illegal to advertise offshore bookmakers.

In South Korea, advertising illegal gambling is an offence, and the Korea Communications Standards Commission (KCSC) blocks or removes promotional posts online. Between January and August 2026 there were 14,199 blocking requests.

When prohibition helps the illegal market

In many of these markets, a dilemma appears. Prohibiting regulated companies from advertising can allow illegal operators to expand their reach. Responsible Wagering Australia maintains that the illegal market costs Australia almost AU$4bn (US$2.8bn) a year and is growing 2.5 times faster than the legal one. Its CEO, Kai Cantwell, says the new restrictions do little against that. In the Philippines, Tengco defended regulation over prohibition arguing that a total ban would push the activity into the shadows, and local lawyers warn that a ban would be difficult to enforce against overseas platforms.

The “easy way out” of banning gambling advertising is a double-edged sword. Investment is lost and regulated companies can end up losing ground to unregulated ones.

Frequently asked questions (FAQs)

• How does Australia regulate gambling advertising? Australia’s Interactive Gambling Amendment (Gambling Reform) Bill allows a maximum of three betting ads per hour on free-to-air television between 5am and 8:30pm from January 1, 2027. It also bans betting ads during live sports broadcasts in that window, stadium advertising, jersey sponsorship and ads featuring athletes or influencers.
• Is gambling advertising banned in Singapore? Singapore prohibits all advertising by licensed gambling operators except with approval from the Gambling Regulatory Authority. Advertising illegal gambling is an offence, with fines of up to SGD20,000 (US$15,600) for unlicensed sports betting advertising.
• What are Thailand’s rules on gambling advertising? Thailand’s 1935 Gambling Act prohibits advertising unauthorised gambling, with penalties ranging from three months to three years in prison or fines. Authorities have also worked with Meta, TikTok and search engines to restrict access to illegal gambling sites and their advertising.
• Why do some regulators worry that advertising bans benefit illegal operators? Critics argue that restricting licensed operators can make it harder for consumers to identify legal platforms, potentially pushing them towards offshore sites. Responsible Wagering Australia says the illegal market costs Australia almost AU$4bn (US$2.8bn) a year and is growing 2.5 times faster than the legal market.