ACMA Clarifies Scope of Notable Persons Prohibition in Australian Gambling Advertising

ACMA guidance details a broad ban on notable persons such as athletes, celebrities and influencers in all gambling ads from 1 January 2027. Obligations and penalties sit with licensed operators. The Bill adds further ad restrictions across media, an opt-out register and blocks on illegal operators.

SCCG Take — Operators should audit contracts immediately to mitigate enforcement risk. The case-by-case standard creates compliance uncertainty that favors conservative marketing strategies.

The Australian Communications and Media Authority (ACMA) has published initial guidance on the notable persons provision that will ban all gambling advertising featuring such individuals from 1 January 2027. The rules apply across broadcast television, radio, news websites, online games and social media. They form part of the Interactive Gambling Amendment (Gambling Reform) Bill 2026, which passed parliament on 19 August.

The 11-page document defines a notable person as a current or former professional sports player or athlete, celebrity, social media influencer, prominent individual, or any class determined by the Minister for Communications. As reported by Inside Asian Gaming, the ACMA said the definition is “purposefully broad” to stop licensed wagering providers from encouraging gambling through association.

Defining Notable Persons and Operator Obligations

ACMA stated that wagering advertising must not feature a notable person. Licensed operators must not enter contracts, arrangements or understandings involving the sponsorship, participation or involvement of a notable person in promoting wagering content in Australia. The obligations rest with the operator, not the notable person, so enforcement action and penalties target the licensed wagering provider.

Factors for assessment include whether the person received payment or other benefit, extent of recognisability and public profile, media profile, and potential to increase a product or brand’s appeal. No prescribed follower count applies to influencers; evaluation centers on ability to influence actions or decisions based on profile or reputation. Status as notable can change over time, which may require operators to cease using existing advertising content. Alleged breaches will be reviewed case by case using a commonsense approach.

A limited exception applies to wagering advertising that relates solely or principally to racing and is broadcast on a dedicated racing program or channel or provided on a dedicated racing online content service. Both criteria must be satisfied.

Compliance Risks and Related Reforms

The breadth of the definition carries compliance risk for operators, particularly in monitoring changes in public status and auditing promotional contracts. Case-by-case enforcement may generate early uncertainty until clear precedents form.

The Bill also imposes a ban on wagering advertising during live sports coverage, in sports venues and on players’ or officials’ uniforms. Television ads are restricted to no more than three each hour between 5am and 8.30pm. Radio advertising is barred during school drop-off and pick-up times. Online ads require logged-in users over 18 who can opt out. Additional measures create a Wagering Advertising Opt-out Register, expand ACMA powers to block illegal operators, ban online keno and foreign-matched lotteries, and prohibit direct marketing of inducements for 14 days after signup, three months after BetStop deregistration, or to at-risk customers.

Operators must now map current sponsorships and content against these lines to avoid penalties after 1 January 2027. The framework prioritizes reducing associative marketing, forcing a shift toward non-personality-based promotion in a tighter regulatory environment.

Reporting: Inside Asian Gaming

Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.