The Australian Communications and Media Authority (ACMA) has approved new rules restricting gambling advertising during live online streaming of sport.

The Broadcasting Services (Online Content Service Provider Rules) 2018 prohibit gambling advertising during live sport streamed online between 5am and 8.30pm.

At all other times, gambling advertising is also restricted.

The new rules will take effect from September 28.

“This is the first time that online services streaming live sport have been required to comply with gambling advertising restrictions,” said ACMA chairwoman Nerida O’Loughlin.

“This brings online services in line with television and radio broadcasting services (and) creates a safe zone for children and families to watch live sport across a variety of platforms.”