ACMA Sets Out Rules for Australia’s ‘Notable Person’ Gambling Ad Ban
The Australian Communications and Media Authority (ACMA) has published initial guidance clarifying the upcoming prohibition on notable persons appearing in gambling advertising, providing operators, broadcasters and agencies with the first detailed framework ahead of the restrictions taking effect on 1 January 2027.
From 1 January 2027, gambling advertising broadcast or provided online in Australia must not feature a notable person. The prohibition forms part of the broader gambling advertising reforms introduced through amendments to the Interactive Gambling Act and applies across all platforms, including television, radio, websites, social media and online games.
Under the legislation, a notable person is defined broadly to include:
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Current or former professional sports players or athletes
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Current or former celebrities
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Social media influencers
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Other prominent individuals
The wide scope of the definition means the ban extends well beyond traditional celebrity endorsements, capturing figures who hold public prominence across entertainment, sport and digital channels.
Restrictions on Commercial Arrangements
The reforms also place limitations on the commercial relationships that underpin promotional activity. From the same commencement date, licensed interactive wagering service providers will be prohibited from making agreements involving notable people to promote wagering services. This provision is intended to prevent operators from securing endorsement arrangements that would circumvent the advertising restrictions.
The ACMA has indicated that, in determining cases where a notable person may have been used in gambling advertising, it will assess all relevant circumstances. This suggests a case-by-case approach to compliance assessment rather than a purely mechanical application of the definition – a point of significance for operators seeking certainty about borderline marketing activity.
The guidance is described as initial, and further clarification may follow as the commencement date approaches. Industry participants are expected to use the interim period to review existing campaigns, ambassador agreements and content libraries for compliance.
Context Within Broader Reforms
The notable persons provision sits within a wider package of gambling advertising reforms in Australia. These include caps on the number of gambling advertisements permitted on television, restrictions on gambling ads during live sport and at certain times of day, and the establishment of a national Wagering Advertising Opt-out Register allowing individuals to opt out of receiving gambling advertising.
The measures follow sustained public and parliamentary scrutiny of gambling advertising, including the inquiry into online gambling and its impacts, which examined the effect of marketing on children and young people. The ban on notable persons is designed to address concerns that the involvement of athletes, celebrities and influencers normalises gambling among younger audiences.
For licensed wagering operators, the changes require a fundamental review of marketing strategy. Ambassador partnerships, sports star endorsements and influencer campaigns – long-standing features of the Australian wagering market – will no longer be viable from 1 January 2027. Broadcasters and online platforms will also need to adjust compliance processes to ensure advertising content they accept or distribute meets the new requirements.
