ACMA Releases Guidance on Notable Persons Ban Set for January 2027 Enforcement

The Australian Communications and Media Authority (ACMA) has published initial industry guidance on the notable persons provision of Australia’s new gambling advertising rules. Operators, broadcasters and publishers now have less than three months to prepare before the measures take effect on 1 January 2027.

From that date, gambling advertising must not feature a notable person, whether broadcast or provided online. Licensed interactive wagering service providers will be barred from entering contracts or arrangements for the sponsorship, participation or involvement of a notable person in promoting wagering advertising content in Australia. The rules apply across all platforms, including broadcast television, radio, news websites, online games and social media.

Defining a Notable Person and Applying the Rules

Under the legislation, a notable person is defined as a current or former professional sports player or athlete, a current or former celebrity, a current or former social media influencer, or a current or former prominent individual. The minister can extend the definition to any other class of persons by determination. Because the definition covers former figures, the ban includes retired sports stars and past influencers that have long featured in wagering marketing.

The ACMA guidance explains how the definition applies, gives examples of people who may fall inside and outside its scope, and sets out considerations for assessing alleged breaches. It addresses causing or authorising gambling advertisements, a point relevant for affiliates, agencies and media partners as well as operators. Exceptions include those for dedicated racing services, channels and programmes. The ACMA said it may issue formal guidance on the provision at a later date if required.

Senate Inquiry Criticism and Wider Reform Context

The guidance follows concerns raised at a Senate inquiry into the bill. At a hearing on 4 August 2026, Senator Sarah Hanson-Young clashed with the ACMA over the notable person provision. Sportsbet warned that “anyone with an Instagram account” could be caught by the draft definition. Sportsbet, TAB and Responsible Wagering Australia told the inquiry they supported the government’s overall package but warned that a complete advertising ban would drive punters to illegal offshore operators.

According to ASGAM’s report of 19 October 2026, the 11-page guidance calls the definition deliberately broad, designed to capture anyone a wagering provider might use to encourage gambling through association. Responsibility for compliance rests with the licensed operator, not the notable person. Because a person’s status can change over time, operators may have to withdraw an ad if someone in it later becomes notable.

The notable persons ban forms one element of the Interactive Gambling Amendment (Gambling Reform) Bill 2026, which passed parliament on 19 August 2026. It sits alongside restrictions on wagering advertising during live sport and in sports venues, prohibitions on direct marketing of inducements to at-risk customers, strengthened enforcement against illegal gambling services, enhancements to BetStop, and measures targeting harmful online lottery products. Two companion bills address cost recovery from wagering companies. Operators that have built marketing around sporting ambassadors and influencer partnerships must review existing contracts and creative work before the new year. The breadth of the definition and shifting status risk create specific compliance uncertainty that licensed operators will need to manage tightly.

Reporting: iGaming Business (iGB)

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