The Australian Communications and Media Authority (ACMA) has issued its first set of guidance regarding the notable persons provision outlined in the country's new gambling advertising regulations. Operators, broadcasters, and publishers have less than three months to prepare for these changes, which will take effect on January 1, 2027.
Under the new rules, gambling advertisements will be prohibited from featuring notable persons, whether in broadcasts or online. The regulation bars licensed interactive wagering service providers from initiating any contracts or arrangements that involve notable individuals in promoting gambling advertisements in Australia from the same date.
This prohibition applies across various platforms, including broadcast television, radio, news websites, online gaming, and social media.
So, who qualifies as a notable person? The legislation defines a notable person as a current or former professional athlete, celebrity, social media influencer, or another prominent individual. The minister holds the authority to expand this definition to include other categories of individuals.
Notably, the legislation encompasses both current and former figures, meaning retired athletes and past influencers are included in the ban, both of which have historically been significant in Australian wagering marketing.
The ACMA's guidance clarifies how to interpret the definition of notable persons and offers examples of individuals falling within or outside this classification. It lays out the factors that the ACMA may consider when evaluating alleged breaches and explains how the prohibition will be enforced in practice. This aspect is particularly relevant to affiliates, agencies, media partners, and operators, as it addresses liability concerning the authorization of gambling advertisements. The guidance also highlights specific exceptions, including those for dedicated racing services, channels, and programs.
The ACMA indicated that it may provide additional guidance on this provision in the future if deemed necessary.
This guidance follows a Senate inquiry where questions were raised about the notable person provision. During a hearing on August 4, 2026, Senator Sarah Hanson-Young confronted the ACMA concerning the definition, while Sportsbet cautioned that “anyone with an Instagram account” could potentially fall under this sweeping definition. Moreover, Sportsbet, TAB, and Responsible Wagering Australia, while expressing support for the government's overall initiatives, cautioned that an even broader advertising ban could push customers towards illegal offshore gambling services.
The ACMA has kept the definition intentionally broad, designed to encompass any individual that a wagering provider might utilize to promote gambling through association, as reported by ASGAM on October 19, 2026. Despite the broad definition, compliance responsibility lies primarily with the licensed operators rather than the notable individuals. If a person's status changes during an advertising campaign, operators may be obligated to withdraw any advertisements featuring that individual.
The notable persons ban is part of the broader Interactive Gambling Amendment (Gambling Reform) Bill 2026, which received parliamentary approval on August 19, 2026. This legislation also introduces additional restrictions on wagering advertising, including prohibiting advertisements during live sports and in sporting venues. It restricts direct marketing incentives to at-risk customers, enhances enforcement against illegal gambling operations, and introduces BetStop, the national self-exclusion register, as well as measures targeting harmful and new online lottery products.
All new regulations are set to take effect on January 1, 2027, and the ACMA will oversee compliance and enforcement, along with providing further guidance to the industry.
On the same day the gambling reform was passed, two accompanying bills were approved: the National Self-Exclusion Register (Cost Recovery Levy) Bill 2026 and the Interactive Gambling (Cost Recovery Levy) Bill 2026. These allow the government to recuperate the costs of promoting BetStop from wagering businesses, enforce new restriction on inducements, and develop a wagering advertising opt-out register.
With the compliance deadline approaching, operators who have relied on marketing strategies involving sporting ambassadors and influencer partnerships will need to reassess their existing agreements and promotional materials before the new regulations come into effect.
