ACMA publishes first guidance on notable person gambling ad ban

The Australian Communications and Media Authority (ACMA) has issued its inaugural set of rules governing how well-known figures may appear in wagering promotions. Starting 1 January 2027, gambling advertisements will no longer be allowed to include notable people on television, radio, websites, social media or any other online platform.

Beginning on that same day, holders of wagering licences will be barred from signing sponsorship deals or promotional agreements that use notable people for gambling advertising. Operators, media companies and publishers therefore have under three months left to get ready for the changes.

The scope of the term is wide, taking in current and former professional athletes, celebrities, influencers and other prominent figures. Even retired sports stars, former celebrities and people who once worked as social media influencers can still meet the definition of a “notable person.” According to iGB, the government may also widen the category to cover further groups later on should the need arise.

To assist businesses in getting ready, the regulator has released illustrations of who might fall inside or outside the prohibition. The document further sets out how ACMA is expected to judge possible violations and how the rules may reach not just operators but also advertisers, agencies, affiliates and media partners engaged in gambling promotions. Several carve-outs are described, among them arrangements tied to dedicated racing channels, services and programmes. ACMA noted that more guidance may follow later if further clarity is required.

The document arrives after months of argument over how far the “notable person” prohibition should stretch. A Senate inquiry held in August heard worries that the definition might sweep in many people, among them those with fairly modest online audiences. Industry groups largely backed the broader reform package yet opposed any shift toward a total advertising ban. Sportsbet, TAB and Responsible Wagering Australia warned lawmakers that overly strict limits might push customers to offshore operators that sit outside Australia’s regulatory framework.

In spite of those worries, the regulator chose to leave the definition broad. According to ACMA, the provision is deliberately framed to reach individuals whom wagering companies might use to promote gambling via their public profile or influence.

This restriction sits within a larger set of Australian gambling reforms that became law in August. Besides the notable person rules, the package restricts gambling advertising around live sport and sports venues, adds stronger safeguards for at-risk customers and steps up enforcement against illegal gambling services.