ACMA publishes first guidance on Australia's ban on notable people in gambling advertising

The Australian Communications and Media Authority (ACMA) has released its first industry guidance on the notable persons provision in Australia's new gambling advertising framework. Operators, broadcasters and publishers have less than three months before the rules start on 1 January 2027.

From that date, gambling advertising broadcast or provided online must not feature a notable person. Licensed interactive wagering service providers will also be barred from entering contracts or arrangements for the sponsorship, participation or involvement of a notable person in promoting wagering advertising in Australia. The restrictions apply across all platforms, including television, radio, news websites, online games and social media.

The legislation defines a notable person as a current or former professional sports player or athlete, celebrity, social media influencer or prominent individual. The minister can extend the definition to other classes of people by determination. Because former figures are covered, retired sports stars and past influencers, long common in wagering marketing, fall within the ban.

The ACMA's guidance explains how the definition applies, offers examples of people who may be inside or outside its scope, and outlines the considerations the regulator may use when assessing alleged breaches. It also addresses the subsection on causing or authorising gambling advertisements, which is relevant to affiliates, agencies and media partners as well as operators. Exceptions for dedicated racing services, channels and programmes are covered too. The regulator said it may issue formal guidance later if required.

The guidance follows concerns raised at a Senate inquiry. At a hearing on 4 August 2026, Sportsbet warned that anyone with an Instagram account could be caught by the draft definition. Sportsbet, TAB and Responsible Wagering Australia said they backed the government's overall package but argued that a complete advertising ban would push punters to illegal offshore operators. According to ASGAM's report of 19 October 2026, the 11-page document describes the definition as deliberately broad. Responsibility for compliance rests with the licensed operator rather than the notable person, and operators may need to withdraw an ad if someone featured in it later becomes notable.

The ban is part of the Interactive Gambling Amendment (Gambling Reform) Bill 2026, which passed parliament on 19 August 2026. It also restricts wagering advertising during live sport and in sports venues, prohibits direct marketing of inducements to at-risk customers, and strengthens enforcement against illegal services and the BetStop self-exclusion register. Two companion cost recovery levy bills passed the same day. Operators with marketing built around sporting ambassadors and influencers will need to review contracts and creative work before the new year.