ACMA Publishes Guidance on the Ban on Notable People in Gambling Ads
The Australian Communications and Media Authority (ACMA) has published initial guidance on the new ban on notable people appearing in gambling advertising, which takes effect on 1 January 2027. The 11-page document, reported by trade media on 19 and 20 October 2026, explains how the regulator reads the “notable person” provision in the Interactive Gambling Amendment (Gambling Reform) Bill 2026, which Parliament passed on 19 August 2026. The ACMA has not narrowed the definition, and reports describe its approach as deliberately broad.
What changed
From 1 January 2027, gambling advertising must not feature a notable person. Licensed interactive wagering providers also must not enter into arrangements for a notable person to sponsor, take part in or otherwise promote wagering ads. The law 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. According to the reporting, the guidance gives examples of people who are likely to fall inside and outside the definition, with the aim of capturing anyone a wagering provider could use to encourage betting through association with that person.
The ban covers advertising on broadcast television, radio, news websites, online games and social media. Dedicated racing services, channels and programs are subject to exceptions, which the guidance explains.
Who carries the risk
The guidance places responsibility for compliance on the licensed operator, not on the notable person who appears in an ad. It also addresses the provision on causing or authorising gambling advertising, which reaches beyond operators to affiliates, advertising agencies and media partners that produce or place wagering ads.
One practical point in the guidance: an ad that was compliant when it was made may need to be withdrawn if a person in it later becomes notable, for example a lesser-known personality who builds a large social media following.
During the Senate inquiry into the bill, Sportsbet warned that the draft definition could catch “anyone with an Instagram account”. The ACMA has not narrowed the definition in its guidance, and the regulator has said it may issue further formal guidance if needed.
What it means for Australian players
For punters, the visible change from 2027 will be the absence of current and former athletes, TV personalities and influencers in ads for licensed bookmakers. Combined with the cap of three TV wagering ads per hour and the ban on ads around live sport, the reforms reduce the volume and the persuasive style of wagering marketing that Australians see, particularly younger audiences on social media.
The rule applies to licensed wagering. Influencer content promoting offshore online casinos is a separate issue: online casino games are prohibited services under the Interactive Gambling Act 2001, and advertising them to Australians is already an offence. If you see an influencer pushing a casino site with pokies and live tables, that site is not licensed in Australia, and the risks are set out in our guides to offshore casinos and how to spot a scam casino.
If gambling ads are a trigger for you, the reforms also create a national Wagering Advertising Opt-out Register. Until it is running, the tools on our blocking software and bank blocks page and the national self-exclusion register, BetStop, are available now.
Background
The ban on notable people is one of several advertising measures in the reform package, alongside the ban on ads at sports venues and on uniforms, limits on online wagering ads to logged-in adults who can opt out, and restrictions on inducements after sign-up and after BetStop deregistration. The ACMA is responsible for monitoring and enforcing the new rules and has listed their implementation among its 2026–27 compliance priorities.
1 January 2027. From that date, gambling advertising must not feature a notable person and licensed wagering providers cannot contract notable people to promote wagering ads.
Current or former professional athletes, celebrities, social media influencers and prominent individuals. The Minister can add other classes of people by determination.
The licensed operator. The ACMA guidance also covers people who cause or authorise gambling ads, which can include affiliates, agencies and media partners.
Sources
- iGaming Business: ACMA issues first guidance on Australia’s ban on notable people in gambling ads (19 October 2026)
- Yogonet: Australia issues guidance on gambling ad ban targeting notable people (20 October 2026)
- ASGAM: ACMA publishes guidance on upcoming notable persons ban (19 October 2026)
- Australian Labor Party: Strongest ever gambling reforms passed (19 August 2026)
Header photo: Melbourne Cricket Ground 04 by Leighhubbard, licensed CC BY-SA 4.0.