Australian Regulator Issues Guidance on Gambling Ad Ban for Notable People

Australia’s communications regulator has issued its first guidance on a new ban on notable people appearing in gambling advertisements, giving wagering operators and their marketing partners more detail on the rules that take effect on January 1, 2027.

The Australian Communications and Media Authority (ACMA) published the guidance on October 19. Under the new rules, gambling ads across television, radio, websites, online games and social media must not feature notable people. Licensed wagering providers will also be prohibited from sponsoring or making other arrangements involving notable people to promote gambling advertising in Australia.

The legislation defines a notable person to include current or former professional athletes, celebrities, social media influencers and other prominent individuals. The definition is deliberately broad, and the minister can extend it to additional categories. The ACMA’s guidance provides examples of who may fall within or outside the definition and explains how the regulator may assess suspected breaches.

The rules also cover people or businesses that cause or authorize gambling advertisements, meaning obligations may extend beyond the wagering operator to parties involved in producing or distributing campaigns. The licensed operator remains responsible for compliance. Exceptions apply to certain dedicated racing services, channels and programs.

The ban is part of Australia’s gambling reforms, which Parliament passed in August 2026. The package also restricts wagering ads during live sport and in sports venues, limits direct marketing of inducements to at-risk customers and strengthens measures against illegal gambling services. The reforms are scheduled to commence on January 1, 2027.

The ACMA described its publication as initial industry guidance and said it may issue further formal guidance if needed. Operators now have less than three months to assess their advertising campaigns and sponsorship arrangements before the new restrictions begin.