ACMA Guidance Details Broad Ban on Notable Individuals in Australian Gambling Ads from January 2027

The Australian Communications and Media Authority (ACMA) has published guidance explaining new restrictions that will prohibit prominent public figures from appearing in gambling advertisements from January 1, 2027. The prohibition covers professional athletes, celebrities and social media influencers, applying to wagering promotions across television, radio and digital platforms. Licensed interactive wagering operators will also be prevented from entering into sponsorship agreements or other promotional arrangements involving individuals classified as notable.

The guidance, published on October 19, follows Parliament’s passage of the Interactive Gambling Amendment (Gambling Reform) Bill 2026 on August 19. The guidance outlines how authorities will interpret the requirements and assess potential violations.

Broad Definition of Notable Individuals

The new rules adopt a broad definition of notable individuals, covering current and former professional athletes, celebrities, influencers and other prominent public figures. ACMA described the definition as “purposefully broad”, explaining that it aims to prevent gambling businesses from using recognisable personalities to encourage betting.

When determining whether an individual qualifies, the regulator may consider their public reputation, professional achievements and media exposure. Officials may also assess whether their association with an operator could increase the appeal of a gambling product. Social media personalities do not need to meet a minimum follower or subscriber threshold. Even individuals with relatively small audiences may qualify if they hold influence within a particular community.

The restrictions can apply when a notable individual appears as a fictional character, provided the promotion benefits from their public recognition. ACMA will examine alleged violations individually, taking relevant circumstances into account. The legislation also allows the Minister for Communications to identify additional categories of people who fall within the prohibition.

Operator Obligations Before the January Deadline

Responsibility for complying with the prohibition rests with licensed wagering businesses rather than the individuals appearing in their promotions. The guidance states: “The obligations to prevent the use of notable people in wagering advertising rest with the [licensed operator], not the notable person. This means that any enforcement action and penalties for breaching the rules would apply to the [licensed operator].”

Operators will need to assess sponsorship agreements and advertising campaigns before the January implementation date. ACMA highlighted situations in which a person’s public profile changes after an agreement begins. In such cases, operators should take “all reasonably available steps” to discontinue the affected advertisements.

Certain racing advertisements will qualify for an exemption when promotional material relates solely or principally to racing and appears on a dedicated racing programme, channel or online racing content service. ACMA indicated it would take a “commonsense approach” when assessing potential contraventions.

The notable-person prohibition forms part of Australia’s broader wagering advertising reforms. These include prohibitions on betting advertisements during live sports coverage, limits on television and radio spots, online platform restrictions, a Wagering Advertising Opt-out Register, and curbs on direct marketing of betting incentives to new or at-risk customers. The reforms also strengthen ACMA’s ability to block illegal gambling websites.

With implementation approaching, licensed wagering providers must assess their marketing practices against the new requirements before the restrictions take effect.

Reporting: World Casino News

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