ACMA publishes first guidance on notable-person gambling advertising ban
Regulation1 min read
The Australian Communications and Media Authority has published initial guidance on the notable-person provision of Australia's new gambling advertising rules. From 1 January 2027, gambling advertising across broadcast and online platforms may not include notable persons, and licensed interactive betting providers may not enter sponsorship or involvement arrangements with them.
The Australian Communications and Media Authority (ACMA) has published initial guidance on the notable-person provision of Australia's new gambling advertising rules. The guidance sets out how the definition of a notable person applies and gives examples of people who may or may not fall within the ban.
From 1 January 2027, gambling advertising across broadcast media and online may not include notable persons. From the same date, licensed interactive betting providers may not enter contracts or arrangements for the sponsorship, participation or involvement of notable persons in promoting betting advertising content in Australia. The provisions apply to all platforms, including television, radio, news websites, online games and social media.
Under the rules, the definition of notable person covers current and former professional sportspeople and athletes; current and former celebrities; current and former social media influencers; people who hold or have held roles of particular public prominence; and people in a category identified by the responsible minister.
The ACMA document also sets out the criteria the authority may use to assess possible breaches and how the rule will be applied, including the provision on liability for causing or authorising the publication of gambling advertising. That aspect also concerns affiliates, advertising agencies and media partners, as well as licensed operators.