The Australian Communications and Media Authority (ACMA) has released its first guidance concerning the notable persons provision in the new gambling advertising regulations, which will take effect in less than three months. Starting from January 1, 2027, all forms of gambling advertising, whether broadcast or online, will be prohibited from featuring notable individuals. Similarly, licensed interactive wagering service providers will no longer be allowed to enter into agreements involving notable persons for promoting wagering advertising content in Australia.
This upcoming regulation will encompass various platforms, including broadcast television, radio, news websites, online games, and social media.
The legislation defines a notable person as any current or former professional athlete, celebrity, social media influencer, or any other prominent individual. Additionally, the definition can be expanded to include other classes through a ministerial determination.
Importantly, this ban applies not only to current figures but also to retirees and past influencers, who have traditionally played significant roles in gambling marketing in Australia. The ACMA's guidance provides clarity on how this definition is applied, offering examples of individuals who may fall within its scope, and outlining the considerations for assessing potential breaches of the rules, including who may cause or authorize gambling advertisements. This aspect holds relevance for affiliates, agencies, media partners, and operators alike. The guidance also specifies certain exceptions for dedicated racing services and programmes.
There may be future formal guidance from the ACMA regarding this provision if necessary.
Concerns about the notable person provision surfaced during a Senate inquiry, with Senator Sarah Hanson-Young questioning the ACMA on the topic. Sportsbet cautioned that the draft definition could potentially encompass anyone with an Instagram account. While Sportsbet, TAB, and Responsible Wagering Australia expressed support for the government’s legislation, they cautioned that extending the ban further might prompt consumers to seek illegal offshore wagering options.
The ACMA has maintained its broad interpretation of the definition. An ASGAM report from October 19, 2026, indicated that the 11-page guidance is intentionally inclusive, aimed at capturing anyone a wagering provider might use to promote gambling. Compliance responsibility lies with licensed operators, not the notable individuals involved. Furthermore, as personae can change over time, operators may be required to withdraw any advertisements that feature individuals who later meet the criteria of being notable.
This prohibition is part of a broader reform package encapsulated in the Interactive Gambling Amendment (Gambling Reform) Bill 2026, which received parliamentary approval on August 19, 2026. Alongside the notable persons ban, the legislation imposes more extensive restrictions on wagering advertising, including a ban during live sporting events and within sports venues, alongside prohibitions against directly marketing inducements to at-risk customers, increased measures against illegal gambling services, and the introduction of BetStop, a national self-exclusion register. All these provisions will come into effect on January 1, 2027, with the ACMA tasked with overseeing compliance and issuing industry guidance.
On the same day, two related bills passed: the National Self-Exclusion Register (Cost Recovery Levy) Bill 2026 and the Interactive Gambling (Cost Recovery Levy) Bill 2026, enabling the government to recuperate expenses related to promoting BetStop from wagering companies while enforcing new restrictions and developing a wagering advertising opt-out register.
With the start date now confirmed, operators who have structured marketing strategies around sporting ambassadors and influencer partnerships will need to carefully assess existing contracts and promotional materials before the new year begins.
