Australia Sets Out Rules for Gambling Advertising Ban on Celebrities and Sports Stars

Australia’s media regulator has published new guidance detailing how it will enforce a sweeping ban on celebrities, sports stars, and influencers appearing in gambling advertisements from next year. The Australian Communications and Media Authority office in Australia. The watchdog continues to crack down on illegal offshore gaming sites, adding 14 more to be blocked. (Image: ABC News) The Australian Communications and Media Authority (ACMA) outlined the rules ahead of the introduction of the ban on January 1, 2027. The new restrictions will ban licensed operators in Australia from advertising and sponsorship arrangements involving “notable persons.” The ban applies across television, radio, news websites, social media, and other digital platforms. The ACMA said it had made the definition of a notable person deliberately broad. It said this could cover current and former professional athletes, celebrities, social media influencers, and other prominent individuals. “It is not restricted to notable persons that appeal to children, as notable people are also likely to appeal to individuals at risk of gambling harm, as well as growing segments of the online wagering market, such as younger men,” the regulator said. Responsibility for compliance rests with operators, not the celebrities featuring in adverts, the ACMA said. Smaller Influencers Also Covered By Ban The ACMA also noted that social media influencers do not need a substantial following to fall within the new restrictions. “There is no prescribed number of followers or subscribers that a person must have to be considered an influencer,” the regulator said. Its guidance provides the example of an esports commentator with fewer than 10,000 followers. Even with a relatively small audience, the ACMA said the individual could qualify as notable if they hold influence within a particular community. “If a person with a social media presence has been paid by [an operator] to appear in advertising it is likely that they are a notable person,” the ACMA said. The definition also extends beyond social media personalities. Professional sportspeople could remain covered even after retirement, while politicians, academics, and business may also qualify. The regulator said it would judge each case on its own merit. It would take into consideration public recognition, professional achievements, media exposure and an individual’s ability to influence consumers. Operators May Have to Pull Ads if Actors Become Famous The guidance also raises the possibility that an advertisement campaign could initially comply with the rules, but later breach them because a person involved becomes famous. The ACMA gave the example of an actor who signs a 12-month advertising deal with an operator before landing a leading role in a successful television series six months later. “Although there are still six months of the contract left, the [operator] must stop further advertising content from being shown,” the regulator said. The regulator did provide some minor relief for industry marketers. There is a carve-out for advertising related to horseracing when it appears on dedicated racing channels. And existing sponsorship agreements will benefit from a transitional period that could see them protected until the end of 2031, as long as they were signed before July 2, 2026. The restrictions form part of the Interactive Gambling Amendment Bill 2026, which was passed by Australia’s parliament in August. The legislation also introduces wider restrictions on gambling advertising, including a blackout during live sporting events and at sports venues. The ACMA is not afraid of baring its teeth. In July, it levied a AU$2.7 million ($1.9 million) fine on Australian gambling giant Tabcorp after uncovering a series of spam and telemarketing breaches by the operator. The post Australia Sets Out Rules for Gambling Advertising Ban on Celebrities and Sports Stars appeared first on Casino.org.