ACMA Publishes Initial Guidance on Ban on Featuring Notable Persons in Gambling Ads

The Australian Communications and Media Authority (ACMA) has published its initial guidance on its rules regarding the prohibition of gambling ads featuring “notable persons.” This comes amid continued changes to how Australia regulates gambling ads. Notable Persons Can No Longer Appear in Ads In its announcement, the ACMA emphasized that starting from January 1, 2027, gambling operators will no longer be able to feature notable persons in their ads and marketing materials. In addition to that, licensed gaming operators will also be prohibited from forming advertising-related deals with notable persons. From that date, licensed interactive wagering service providers will also be prohibited 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. ACMA statement The ACMA clarified that these rules cover both broadcast and online ads, meaning that notable persons will no longer be allowed to appear on ads appearing on TV, radio, news websites, social media, and online games. Operators Should Consult the Guidance for More Info In its official release, the ACMA issued clarifications about what a “notable person” means. According to the company, notable persons include the following: Current or former professional sports players or athletes Current or former celebrities Current or former influencers Current or former prominent individuals People included in a class of persons that the Minister determines The ACMA recognized the fact that meeting the new obligations could create certain difficulties for Australian sportsbooks. Because of that, the authority has published a new guidance that provides further details about notable persons, how to determine whether an individual is considered to be a notable person, and examples of individuals who may be in and out of scope. At the same time, the ACMA’s guidance also includes relevant considerations that the ACMA may use to assess alleged contraventions. Further details about how the ban on featuring notable persons in ads will operate are also included. At the same time, the guidance also includes noteworthy exceptions. The ACMA referred to its guidance as an “initial industry guidance.” It added that it might make a “formal guidance” in the future. In the meantime, the ACMA’s vigil over the Australian gaming sector continues. The agency has been working hard to prevent offshore operators from accessing the Australian market and taking money from local customers. To that end, the ACMA has continued to ban violators, with one of its most recent crackdowns taking place two months ago.