The Australian Communications and Media Authority (ACMA) has issued its first guidance on the recently enacted ban against featuring notable people in gambling advertisements. This guidance arrives with a tight deadline, as operators, broadcasters, and publishers have less than three months to adapt to these new regulations, which take effect on January 1, 2027.
Under the new provisions, gambling advertisements, whether aired or posted online, cannot include notable individuals. Starting January 2027, licensed interactive wagering service providers will be prohibited from any contracts or arrangements that involve notable persons in promoting wagering advertisements in Australia.
This comprehensive rule will impact all media platforms, including broadcast television, radio, news websites, online gaming platforms, and social media.
The legislation defines a notable person as anyone who is a current or former professional athlete, celebrity, social media influencer, or other prominent individual. The definition is broad enough that it also encompasses individuals who were notable in the past, such as retired sports figures and former influencers, both of whom have historically been key players in gambling marketing in Australia.
In its guidance, the ACMA elaborates on how this definition applies, providing examples of who qualifies as notable and who does not. Additionally, the guidance describes how the regulator plans to evaluate compliance and breaches related to this prohibition, highlighting the responsibility of operators who cause or authorize gambling advertisements. This has implications for affiliates, agencies, and media partners as well. The guidance also notes specific exceptions, particularly for dedicated racing services and related programs.
The issuance of this guidance follows discussions during a Senate inquiry into the bill. On August 4, 2026, Senator Sarah Hanson-Young confronted ACMA representatives regarding the notable person provision. Sportsbet also expressed concerns that the draft definition could inadvertently ensnare “anyone with an Instagram account.” While Sportsbet, TAB, and Responsible Wagering Australia voiced their support for the overall legislative package, they cautioned that a complete ban on advertising could push consumers towards unregulated offshore options.
The ACMA has opted not to narrow the definition, as confirmed in an ASGAM report on October 19, 2026, stating that the guidance is intentionally broad to cover anyone that a wagering provider might use to promote gambling through association. The onus for compliance lies with the licensed operator, not the notable individual. If an individual featured in an advertisement later becomes classified as notable, operators will be required to withdraw that advertisement.
This notable persons ban is part of a broader set of reforms encapsulated in the Interactive Gambling Amendment (Gambling Reform) Bill 2026, which successfully passed through parliament on August 19, 2026. The new legislation also imposes stricter regulations on wagering advertisements, including prohibiting ads during live sports events and within sports venues, banning direct marketing of inducements to at-risk customers, enhancing enforcement against illegal gambling operations, and addressing emerging problems with online lottery products.
All these measures are scheduled to come into effect on January 1, 2027, with the ACMA tasked with monitoring adherence and issuing compliance guidance.
Alongside the gambling reform legislation, two additional bills were approved on the same day: the National Self-Exclusion Register (Cost Recovery Levy) Bill 2026 and the Interactive Gambling (Cost Recovery Levy) Bill 2026. These bills enable the government to recoup costs related to the promotion of BetStop from wagering companies, enforce the new inducement restrictions, and develop a registrar for opting out of wagering advertisements.
With the start date now established, operators who have relied on sporting ambassadors and influencer collaborations for marketing will need to reassess their contracts and promotional materials before the upcoming deadline.
