The Australian Communications and Media Authority (ACMA) has released its first set of guidance regarding the notable persons provision in the nation’s new gambling advertising regulations. This announcement comes as operators, broadcasters, and publishers have less than three months to adapt before the rules take effect on January 1, 2027.
Beginning on that date, gambling advertisements will be prohibited from featuring notable individuals in any form, whether broadcast or online. Licensed interactive wagering service providers must also refrain from entering any contracts or arrangements that involve notable persons in promoting wagering advertisements within Australia.
These regulations will apply to various platforms, including broadcast television, radio, news websites, online gaming, and social media.
So, who qualifies as a notable person? The legislation provides a broad definition which includes current and former professional athletes, celebrities, social media influencers, and other prominent individuals. Notably, this definition encompasses both current and retired figures, meaning that the ban affects a wide array of former sports stars and influencers, who have traditionally been a key part of wagering marketing strategies in Australia.
The ACMA's guidance document clarifies how the definition is applied and includes examples of individuals who may or may not fall under its scope. It also outlines the criteria that the regulator may consider when evaluating potential breaches and explains how the prohibition will be enforced, extending its implications to affiliates, agencies, and media partners, as well as operators. Additionally, the guidance highlights exceptions related to specific racing services, channels, and programs.
The ACMA indicated that it may provide more detailed guidance on this provision if necessary in the future.
Concerns regarding this guidance arose during a Senate inquiry into the bill, where on August 4, 2026, Senator Sarah Hanson-Young expressed her disagreements with the ACMA regarding the notable person provision. Sportsbet raised alarms that the draft definition could ensnare potentially anyone with an Instagram account. Despite the concerns, companies like Sportsbet, TAB, and Responsible Wagering Australia conveyed their support for the government's wider package while cautioning against a complete advertising ban that might push consumers towards illegal offshore services.
The broader definition in the guidance intentionally captures anyone a wagering provider might utilize to promote gambling through their presence. Compliance responsibilities will lie with the licensed operator rather than the notable person. Consequently, operators may need to remove an advertisement if an individual featured in it later becomes a notable person.
This notable persons ban forms part of the Interactive Gambling Amendment (Gambling Reform) – Bill 2026, which received parliamentary approval on August 19, 2026. Alongside this provision, the legislation introduces broader restrictions on wagering advertising, including a ban on such ads during live sports events and within sports venues. Additionally, it seeks to curb direct marketing of inducements to vulnerable customers and strengthens measures against illegal gambling services. It also focuses on the national self-exclusion register, known as BetStop, and aims to address harmful online lottery products.
All measures from this reform will take effect on January 1, 2027. The ACMA’s role will involve monitoring and enforcing adherence to these new regulations and issuing further guidance to the industry as needed.
On the same day that the gambling reform bill passed, two additional bills were approved: the National Self-Exclusion Register (Cost Recovery Levy) Bill 2026 and the Interactive Gambling (Cost Recovery Levy) Bill 2026. These bills allow the government to recoup costs related to promoting BetStop, enforcement of the new inducement regulations, and the establishment of a wagering advertisement opt-out register.
With the compliance date approaching, operators are now focused on reviewing marketing strategies that heavily involve sports ambassadors and influencer partnerships before the new regulations come into effect.
