ACMA publishes first guidance on ban on notable people in gambling ads

The Australian Communications and Media Authority (ACMA) has released its first industry guidance on the "notable persons" rule in the country's new gambling advertising framework. Operators, broadcasters and publishers now have less than three months to get ready before the rule takes effect.

What the ban covers

From 1 January 2027, gambling ads must not feature a notable person, whether they run on broadcast or online. Licensed interactive wagering providers will also be barred from entering into arrangements for a notable person to sponsor, take part in or otherwise promote wagering advertising. The rule applies across TV, radio, news websites, online games and social media.

A notable person is defined as a current or former professional athlete, a celebrity, a social media influencer or another prominent individual, and the minister can widen the definition further. Because former figures are included, retired sports stars and past influencers are also caught. According to reporting by ASGAM, the 11-page guidance describes the definition as deliberately broad.

Who is responsible

The guidance places responsibility for compliance on the licensed operator rather than on the notable person. Since a person's public profile can change, an operator may need to pull an ad if someone appearing in it later becomes notable. The document also explains the factors ACMA may consider when assessing alleged breaches, the rules on causing or authorising gambling ads, which matter to affiliates and agencies, and exceptions for dedicated racing services and programmes. ACMA may publish formal guidance at a later stage.

Part of a wider reform package

The ban forms part of the Interactive Gambling Amendment (Gambling Reform) Bill 2026, passed by parliament on 19 August 2026. Other measures include limits on wagering ads during live sport and in sports venues, a ban on directly marketing inducements to at-risk customers, stronger enforcement against illegal gambling services, changes involving the BetStop national self-exclusion register, and action on harmful online lottery products. All of these commence on 1 January 2027, with ACMA in charge of monitoring and enforcement.

Online casinos remain prohibited in Australia under the Interactive Gambling Act. Anyone concerned about their gambling can use BetStop to self-exclude from licensed wagering services.