ACMA publishes initial guidance on notable-persons gambling ad ban
Regulation2 min read
The Australian Communications and Media Authority has published initial guidance on its ban on notable persons in gambling advertising, which takes effect on 1 January 2027. The rules cover TV, radio, websites, social media and online games, and bar operators from advertising-related deals with notable persons. The ACMA said formal guidance may follow.
The Australian Communications and Media Authority (ACMA) has published initial industry guidance on its prohibition of gambling advertising featuring notable persons, according to the authority's announcement. The rules take effect on 1 January 2027. The ACMA said it may issue formal guidance in the future.
Starting on that date, wagering companies will be unable to use well-known figures in promotional and marketing content, per the ACMA. Holders of gaming licenses will likewise be forbidden to conclude promotional deals involving such individuals. For licensed interactive wagering service providers, the restriction extends to any contract or arrangement through which a notable person is sponsored, takes part in, or is otherwise involved with promoting wagering advertising content in Australia.
The rules cover broadcast and online advertising, including TV, radio, news websites, social media and online games, according to the ACMA.
The ACMA said notable persons include people who currently or formerly played professional sports or worked as athletes, people who currently or formerly held celebrity status, people who currently or formerly worked as influencers, people who are currently or formerly prominent individuals, and people in a class of persons determined by the Minister.
The ACMA said meeting the new obligations could create difficulties for Australian sportsbooks. Its guidance sets out further details on notable persons, how to determine whether an individual is considered a notable person, and examples of individuals who may fall inside or outside the scope. It also includes considerations the ACMA may use to assess alleged contraventions, further details on how the ban will operate, and exceptions.
The ACMA said it continues to work to stop offshore operators from reaching the Australian market and taking money from local customers, and has continued to ban violators.
“licensed interactive wagering service providers will also be prohibited from entering into contracts or arrangements relating to the sponsorship, participation or involvement of a notable person with the promotion of wagering advertising content in Australia”