Australia’s Communications and Media Authority (ACMA) has released new regulations regarding the restriction of celebrities, professional athletes, influencers from appearing in gambling promotion. These rules will take effect from 1st January 2027.
The regulations were introduced through the Interactive Gambling Amendment (Gambling Reform) Bill 2026, which has been passed by Parliament in the month of August. The regulations extend to advertising on television, radio, various news websites, online games, and social media platforms.
The new regulations inhibit licensed operators from entering into contracts with any noteworthy personalities for the promotion of gambling. It is expected from the operators to feel responsible for the compliance rather than the appearance of the noted person in the campaign.
ACMA defines the term “notable person” as including present and past professional athletes, celebrities, social media influencers, and other well-known personalities.
ACMA reserves the right to examine every particular case by taking into consideration different factors such as public acknowledgment, coverage by media, accomplishments in different spheres, and whether the person can influence people’s outlook and decisions in their personal life or not.
Operators must monitor advertising campaigns
A person’s status can change while an advertising contract is active. If someone becomes notable during a campaign, the operator may need to withdraw the relevant advertisements.
ACMA expects licensees to take “all reasonably available steps” to prevent or remove non-compliant content. Operators must also ensure that third-party advertising and creative agencies understand the requirements.
A limited exception applies to advertising focused solely or principally on racing when it appears through a dedicated racing programme, channel or online content service. Both the racing-related focus and the dedicated distribution channel must meet the criteria.
The notable-person ban is part of a broader package of wagering advertising restrictions scheduled to begin in 2027.
