The Australian Communications and Media Authority (ACMA) has released initial guidance regarding the "notable persons" provision in the country’s new gambling advertising regulations, leaving operators, broadcasters, and publishers under three months to adjust.
Starting January 1, 2027, gambling advertisements will be prohibited from featuring notable individuals, both in broadcast and online mediums. Licensed interactive wagering service providers will also be forbidden from entering into contracts or any arrangements that involve notable persons in promoting wagering content in Australia, effective from the same date.
These new rules apply across all platforms, including television, radio, news sites, online games, and social media.
The legislation defines a notable person as a current or former professional athlete, celebrity, social media influencer, or other prominent individuals. The definition may also be expanded by the minister to include additional categories of people. Notably, the legislation encompasses both active and retired figures, which presents a significant shift as former athletes and past influencers have historically been integral to gambling marketing in Australia.
The ACMA's guidance clarifies the applicability of this definition, providing examples of individuals who do and do not meet the criteria. It also details the considerations that the authority may take into account when evaluating alleged violations. This guidance is relevant to affiliates, agencies, media partners, and operators, particularly in understanding how the prohibition will be enforced and how individuals can be held accountable for causing or authorizing gambling advertisements. Some exemptions exist for dedicated racing services, channels, and programs.
The issuance of this guidance follows criticisms voiced during a Senate inquiry into the proposed bill. On August 4, 2026, Senator Sarah Hanson-Young confronted the ACMA regarding the notable person provision, while Sportsbet raised concerns that the draft definition could potentially include anyone with an Instagram account. Nevertheless, Sportsbet, TAB, and Responsible Wagering Australia expressed overall support for the government's reform package at the inquiry, cautioning that a more stringent advertising ban could drive customers toward illegal offshore operations.
The ACMA has maintained a broad definition, as reported by ASGAM on October 19, 2026. This broad definition aims to encompass any individual a wagering provider might leverage to promote gambling through their association. Compliance responsibility will fall on the licensed operators, not the individuals themselves. Therefore, if an individual featured in an advertisement later becomes recognized as notable, operators may need to remove the advertisement.
This notable persons ban is part of a larger suite of reforms outlined in the Interactive Gambling Amendment (Gambling Reform) Bill 2026, which received parliamentary approval on August 19, 2026. The legislation also enforces broader restrictions on wagering advertising, including a ban during live sports broadcasts and within sporting venues, as well as limiting direct marketing incentives to at-risk customers. Additionally, it enhances enforcement against illegal gambling activities and establishes BetStop, the national self-exclusion register, while also targeting harmful and emerging online lottery products.
All measures will take effect on January 1, 2027, with the ACMA tasked with monitoring compliance and issuing further guidance as necessary.
Additionally, two related bills— the National Self-Exclusion Register (Cost Recovery Levy) Bill 2026 and the Interactive Gambling (Cost Recovery Levy) Bill 2026—were passed simultaneously, enabling the government to recover costs related to the promotion of BetStop and the enforcement of new restrictions on inducements and advertising.
With the commencement date approaching, operators who have relied on marketing campaigns featuring sports ambassadors and influencers will need to reassess their current contracts and marketing materials to comply with the upcoming regulations.
