ACMA outlines ban on notable persons in Australian gambling ads ahead of 1 January 2027 start

The Australian Communications and Media Authority (ACMA) has set out the main marketing rules operators will need to follow once Australia's latest gambling reform package takes effect on 1 January 2027. The legislation passed Parliament on 19 August, and the regulator's guidance is intended to help operators prepare for compliance.

A central change is that gambling advertising of any kind will no longer be allowed to feature notable persons. As a result, licensed wagering service providers (LIWSPs) will also be unable to enter sponsorship agreements with, or arrangements involving, such individuals.

Under the revised provisions, a notable person is a current or former professional sports player or athlete, a current or former celebrity, social media influencer or prominent individual, or anyone in a class of persons determined by the Minister for Communications. The ACMA says the definitions deliberately reach beyond figures who might appeal to children, because a notable person could also prompt someone at risk of gambling harm to return to harmful behaviour.

The restrictions will apply across all advertising channels, including broadcast television, radio, online and social media. Responsibility for following the rules will rest entirely with the LIWSP, meaning any breach and the resulting enforcement action will be directed solely at the operator.

To judge an individual's role in promotional material, the ACMA will weigh several factors. These include whether the person represents or is engaged with an LIWSP for personal benefit, and whether the promotion is closely tied to their personal or professional life. The regulator will also consider how recognisable their public profile is, either nationally or within a specific community, how often they appear in the media, whether notable achievements raise their profile, and their overall ability to influence other people's decisions.

The ACMA also addressed people who become better known over time, which is especially likely with influencers. If a campaign uses someone who was not a notable person when their contract began but meets the criteria during its term, the advertising content can no longer be shown.