In a move that will surely make it slightly harder for Australians to accidentally gamble their life savings away, the Labor government has pledged to create a single-service opt-out register for gambling ads, essentially a Do Not Call list for the modern age of targeted advertising. The announcement came as part of amendments to its wagering ad bill, which also includes restrictions on inducements and limiting commissions for agents.

Communications Minister Anika Wells confirmed that gambling companies will face a new levy to fund this register, which is a beefed-up measure to curb wagering ads. This comes after a Senate inquiry heard heart-wrenching tales of people struggling to find or complete individual opt-out options on each online service, because apparently, hiding 'unsubscribe' buttons deep in settings menus wasn't quite the deterrent the industry hoped for.

However, this falls short of the 'opt-in' model or complete ban on online advertising that some Labor and Liberal MPs were clamoring for. Because why make it easy to avoid gambling ads when you can make it slightly less difficult? The Albanese government's gambling reforms are expected to speed through parliament this week, with Labor sources hoping the changes in two separate bills will pass both houses by Thursday. A Senate inquiry into the bill will be tabled on Monday afternoon, presumably with a recommendation to hurry up.

The Coalition, ever the party of support, has not yet publicly committed to supporting the package. Wells introduced a third bill on Monday, setting out further changes, including 'restricting the use of inducements by licensed interactive wagering service providers' and prohibiting 'inducement-based direct marketing and social media advertising to certain customers, restricts attempts to obtain consent to receive such marketing, prohibits certain commission-based referral arrangements.' In layman's terms: no more 'free bet' lures, because as Wells noted, 'We are particularly concerned by evidence about wagering inducements and the role these practices can play in encouraging gambling and exacerbating gambling-related harm.' You don't say.

The pièce de résistance is the new 'Wagering Advertising Opt-out Register,' a single mechanism for individuals to opt out of receiving wagering advertising from online content service providers. This is a compromise after initial plans for a 'triple lock' system - which required users to be logged-in, over 18, and actively opt out - were criticized because, surprise, most people never bothered to find the opt-out features. Now, instead of a full ban or opt-in, we get a one-stop shop for opting out, administered by the Australian Communications and Media Authority (ACMA). Wells assured parliament that the register will 'provide Australians with a 'one-stop shop' to opt out of seeing wagering advertising on online platforms.' And to fund this, the wagering industry will be levied, because it's only fair that those profiting from gambling-related harm pay to regulate themselves.

Guardian Australia is seeking information about how the register will operate, which suggests even the press is baffled. But hey, at least it's something - a small step for gamblers, a giant leap for those who just want to watch cat videos without being offered a 'free $200 bet'.