Australia bans notable persons from gambling advertising from January 2027

New restrictions on influential figures

The Australian Communications and Media Authority (ACMA) has broken down the most important rules around marketing to help operators with compliance once legislation comes into effect on 1 January 2027, following Australia’s latest reform package passing Parliament on 19 August.

Any type of gambling advertising will be barred from featuring notable persons under the new rules, the ACMA said. This will also mean that licensed wagering service providers (LIWSPs) will no longer be able to enter agreements that sponsor or involve said notable persons.

Definition of notable persons

Under the revised provisions, a notable person is considered as someone who is a current or former professional sports player or athlete, current or former celebrity, current or former social media influencer, current or former prominent individual, or person included in a class of persons that the Minister for Communications determines.

The ACMA notes that the definitions are made in a way to go beyond those who might appeal to children, as a notable person could also serve as the catalyst for someone at risk of gambling harm to resume their harmful behaviour.

Scope and enforcement

Restrictions preventing the use of influential figures will cover all types of advertising, including broadcast TV, radio, online, and social media, according to the ACMA.

LIWSPs will take full responsibility of abiding to the rules, meaning any breaches and subsequent enforcement action will apply solely to the operator, the regulator said.

The ACMA notes that if a promotional campaign uses an individual who is not considered a notable person at the time of their contract, but who does fall into the notable person criteria over the life of that contract, the advertising content can no longer be shown.