The Australian Communications and Media Authority (ACMA) has published guidance explaining new restrictions that will prohibit prominent public figures from appearing in gambling advertisements from January 1, 2027.
The prohibition covers professional athletes, celebrities and social media influencers, applying to wagering promotions across television, radio and digital platforms.
Licensed interactive wagering operators will also be prevented from entering into sponsorship agreements or other promotional arrangements involving individuals classified as notable.
The guidance, published on October 19, follows Parliament’s passage of the Interactive Gambling Amendment (Gambling Reform) Bill 2026 on August 19. It outlines how authorities will interpret the requirements and assess potential violations.
Definition Extends Beyond Major Celebrities
The new rules adopt a broad definition of notable individuals, covering current and former professional athletes, celebrities, influencers and other prominent public figures.
The legislation also allows the Minister for Communications to identify additional categories of people who fall within the prohibition.
ACMA described the definition as “purposefully broad”, explaining that it aims to prevent gambling businesses from using recognisable personalities to encourage betting.
When determining whether an individual qualifies, the regulator may consider their public reputation, professional achievements and media exposure. Officials may also assess whether their association with an operator could increase the appeal of a gambling product.
Social media personalities do not need to meet a minimum follower or subscriber threshold.
Even individuals with relatively small audiences may qualify if they hold influence within a particular community. Having a verified account is also unnecessary.
The restrictions can apply when a notable individual appears as a fictional character, provided the promotion benefits from their public recognition.
ACMA will examine alleged violations individually, taking relevant circumstances into account.
Operators Must Review Existing Advertising Agreements
Responsibility for complying with the prohibition rests with licensed wagering businesses rather than the individuals appearing in their promotions.
The guidance states:
“The obligations to prevent the use of notable people in wagering advertising rest with the [licensed operator], not the notable person. This means that any enforcement action and penalties for breaching the rules would apply to the [licensed operator].”
Operators will need to assess sponsorship agreements and advertising campaigns before the January implementation date.
ACMA also highlighted situations in which a person’s public profile changes after an agreement begins.
For example, an individual who initially falls outside the definition may later gain sufficient recognition to qualify as notable. In such cases, operators should take “all reasonably available steps” to discontinue the affected advertisements.
The regulator has advised wagering providers to ensure that external advertising agencies understand the restrictions when developing promotional content.
Certain racing advertisements will qualify for an exemption.
The exception applies when promotional material relates solely or principally to racing and appears on a dedicated racing programme, channel or online racing content service.
Both conditions must be satisfied.
ACMA indicated in a press release that it would take a “commonsense approach” when assessing potential contraventions and may publish further formal guidance if required.
Wider Gambling Advertising Changes Begin in 2027
The notable-person prohibition forms part of Australia’s broader wagering advertising reforms, which introduce additional restrictions on where operators can promote their services.
Betting advertisements will be prohibited during live sports coverage, while gambling promotions will no longer be permitted on sporting uniforms or at sports venues.
Television broadcasters will face a limit of three wagering advertisements per hour between 5am and 8.30pm.
Radio advertising will also face restrictions during school drop-off and pick-up periods.
For online platforms, gambling advertisements will only be permitted when users are logged into their accounts, are at least 18 years old and can opt out of receiving them.
The reforms also establish a Wagering Advertising Opt-out Register, giving individuals a centralised way to decline promotional communications.
Operators will be prohibited from directly marketing betting incentives during the first 14 days after a customer registers. Similar restrictions will apply for three months after someone deregisters from BetStop and to customers identified as being at risk of gambling-related harm.
Other provisions strengthen ACMA’s ability to block illegal gambling websites and enable financial institutions to restrict payments to unauthorised operators.
The legislation also prohibits online keno and foreign-matched lotteries.
With implementation approaching, licensed wagering providers must assess their marketing practices against the new requirements before the restrictions take effect.