Australia Issues Guidance on Notable-Person Ban in Wagering Advertising

Summary

The Australian Communications and Media Authority (ACMA) published initial guidance on 19 October 2026 explaining how restrictions on notable people in wagering advertising will operate.

The immediate development is implementation guidance for forthcoming requirements. The prohibition starts on 1 January 2027; it has not taken effect with the publication of the guidance.

What changed

Australia’s government says its gambling reform legislation passed Parliament on 19 August 2026, with reforms commencing from 1 January 2027. ACMA’s new publication explains the notable-person provision before implementation.

From January, licensed interactive wagering service providers must not feature notable people in wagering advertising or enter relevant promotional arrangements involving them. The restrictions extend across broadcast and online channels, including television, radio, websites and social media.

The definition covers current and former professional athletes, celebrities, social media influencers and prominent individuals. ACMA’s guidance explains that:

• There is no minimum follower count: recognition within a particular community can be relevant.

• Responsibility under this provision rests with the licensed wagering provider.

• Someone may become notable during a campaign, requiring the operator to withdraw affected advertising.

• A racing exception requires both qualifying racing-related content and placement on a dedicated racing programme, channel or online service.

ACMA describes this as initial guidance and may publish formal guidance later.

Who is affected

The direct obligations concern licensed interactive wagering service providers serving Australia.

Advertising agencies, publishers, broadcasters, talent representatives and promotional partners also need to understand the restrictions when designing and distributing campaigns for those operators. B2B providers supporting campaign management may need to help clients identify, replace and remove affected assets.

Our Take

The operational challenge is maintaining control throughout a campaign’s life.

An initial assessment of an ambassador or performer may become outdated. Operators should therefore connect talent approval with ongoing campaign monitoring and a workable withdrawal process. Legal, marketing and procurement teams need a shared understanding of who can stop distribution and how quickly partners can remove content.

Commercial arrangements also deserve attention. Replacement production, unused media bookings and early termination can create costs. Operators and investors should assess that exposure when reviewing marketing budgets and commitments extending into 2027.

For other regulators, the guidance offers an implementation example: broad statutory categories are supported by practical examples and explanations of responsibility. It does not yet demonstrate the reform’s effect on gambling harm or advertising expenditure.