TLDR
The Australian Communications and Media Authority (ACMA) confirmed on 19 October 2026 that licensed wagering operators cannot feature athletes, celebrities or social media influencers in advertising from 1 January 2027. The ban covers every platform from broadcast TV to social media. Compliance liability rests entirely with the operator, including a duty to pull ads if a contracted person becomes notable mid-campaign.
KEY TAKEAWAYS
What ACMA published
The Australian Communications and Media Authority published guidance on 19 October 2026 on the ban on "notable persons" in wagering advertising, which takes effect on 1 January 2027.[1] The ban comes from amendments to the Interactive Gambling Act 2001 made earlier this year; section 62W bars notable persons from appearing in advertising for licensed operators.[2]
ACMA calls its definition "purposefully broad." It covers current and former athletes, celebrities, social media influencers and other prominent people, and the Minister can add more categories. There is no minimum follower count, and an influencer's account does not need to be verified.[1][2]
| Who counts | Current and former athletes, celebrities, social media influencers, other prominent individuals, and anyone the Minister adds |
| Follower threshold | None; an account does not need to be verified |
| Where | TV, radio, news websites, online games and social media, plus sponsorship and promotional deals |
| Who is liable | The licensed wagering operator |
| Exception | Racing-only material on a dedicated racing program, channel or online service |
| Starts | 1 January 2027 |
Who carries the risk
The obligations sit with the licensed operator, not with the person in the ad. ACMA says it will take a "commonsense approach" to possible breaches, but operators must take "all reasonably available steps" to pull advertising if someone they have signed later becomes notable.[1] The rules reach television, radio, news websites, online games and social media, and also bar licensed operators from sponsorship or promotional arrangements with notable people.[1][2]
The one exception is racing. Notable people can still appear where the material relates solely or principally to racing and runs on a dedicated racing program, channel or online racing service; both conditions have to be met.[1]
What it means for brands, agencies and sport
For agencies with wagering clients, the practical work is a contract and campaign review before January: World Casino Directory reports that operators need to check sponsorship agreements and campaigns and make sure outside agencies understand the restrictions.[1] Influencers and athletes who earn from betting deals lose that line of income on licensed operators' advertising from the start of 2027.
The ban is one part of a wider package. When the reforms were announced, Communications Minister Anika Wells said: "From 1 January next year Australians will be able to sit down with their families and cheer on their favourite team without being bombarded by gambling advertising."[3] The government's announcement also listed a cap of three gambling ads an hour on free-to-air TV between 6am and 8.30pm, a ban during live sport in those hours, and bans on gambling ads at sports venues and on players' uniforms.[3] The reform bill was introduced to Parliament on 2 July 2026.[4]
SOURCES & CITATIONS
Xaviery Malinao writes for Prompt the Market on how brands and agencies are adapting to answer engines, drawing on Bushnote's work with clients across search, AI search and content.
