Australia’s gambling advertising ban on notable people starts on 1 January 2027. From that date, gambling ads won’t be able to feature sports stars, celebrities or influencers, whether they’re broadcast or shown online. The Australian Communications and Media Authority (ACMA) published initial industry guidance on 19 October 2026 explaining how the new rules will work.
What the gambling advertising ban covers
The reform has several moving parts:
- The core ban. Gambling advertisements, whether broadcast or provided online, must not feature a notable person once the prohibition takes effect.
- Contract restrictions. Licensed interactive wagering service providers will be barred from entering into contracts or arrangements relating to the sponsorship, participation or involvement of a notable person with the promotion of wagering advertising content in Australia.
- Who counts as a notable person. The definition covers current or former professional sports players and athletes, celebrities, social media influencers and prominent individuals. It also covers anyone in a class of persons determined by the Minister. In other words, retiring doesn’t get anyone off the list.
- Platform coverage. The prohibition applies across all platforms, from broadcast television and radio to news websites, online games and social media.
- Exceptions. ACMA’s guidance points to the relevant exceptions, including those for dedicated racing services, channels and programmes.
What ACMA’s guidance on the gambling advertising ban says
The initial guidance explains who qualifies as a notable person, with examples of people who may fall inside and outside the definition. It also sets out:
- the considerations ACMA may use when assessing alleged contraventions
- how the prohibition will operate, including the subsection on causing or authorising gambling advertisements
- which exceptions apply
ACMA said it may issue formal guidance on how the notable persons provision operates at a later date, if required.
Under the gambling advertising ban, the message for wagering operators is plain: any campaign built around a familiar face will need a rethink before the new year.
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General information only, not legal advice. Check the official source before acting.
Source: ACMA. Licence: CC BY 4.0.
