ACMA Details Prohibition on Notable Persons in Australian Gambling Promotions Ahead of January 2027 Deadline
ACMA guidance clarifies the ban on notable persons in all gambling ads effective 1 January 2027. The definition covers athletes, celebrities, influencers and prominent figures, with assessment based on six specific influence factors. LIWSPs hold sole compliance responsibility across every advertising channel.
SCCG Take — Operators must embed continuous status monitoring into marketing contracts or face abrupt campaign halts and enforcement. The rules tighten execution risk in a jurisdiction already raising compliance costs.
The Australian Communications and Media Authority (ACMA) has outlined core elements of the revised gambling advertising regime following Parliament’s approval of the reform package on 19 August. The updated rules take effect on 1 January 2027 and impose a blanket prohibition on the use of notable persons in any gambling advertising.
Licensed wagering service providers, known as LIWSPs, will face full accountability for adherence. Any violations and resulting enforcement will target the operators alone. The restrictions span broadcast TV, radio, online platforms and social media.
Defining Notable Persons Under the New Rules
The ACMA defines a notable person as a current or former professional sports player or athlete, current or former celebrity, current or former social media influencer, current or former prominent individual, or any person included in a class determined by the Minister for Communications. The standard extends past appeal to children because a notable person could trigger resumed harmful behaviour in those at risk.
Assessment of status rests on multiple factors: whether the person represents or engages with an LIWSP for personal benefit, engagement tied to their personal or professional life, nationwide or community recognisability, frequency of media appearances, notable achievements that elevate profile, and overall capacity to influence decision-making. According to reporting by SBC News, the guidance assists operators with compliance planning.
Contract Exposure and Compliance Demands
If an individual gains notable-person status during the term of a promotional contract, the associated advertising content must immediately stop. This provision carries particular weight for influencers whose visibility can increase rapidly. The framework leaves operators without latitude to continue campaigns once the threshold is crossed.
The regime sharpens focus on operator diligence. Existing agreements require review against these criteria, and future deals must incorporate mechanisms to track status changes over time. Regulators have removed ambiguity around responsibility, placing the compliance burden squarely on LIWSPs while signalling stricter oversight of marketing practices that could exacerbate gambling harm.
Reporting: SBC News
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
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