Australia's media regulator has set out how a sweeping new restriction on gambling advertising will actually work in practice. The Australian Communications and Media Authority (ACMA) has published guidance explaining a rule that, from January 1, 2027, will bar licensed interactive wagering providers from using "notable persons" to promote betting services. The clarification matters because the underlying legislation uses broad, open-ended language that operators, broadcasters and talent agencies need translated into practical compliance steps well before the deadline.
What counts as a "notable person"
The restriction is not limited to sporting stars. ACMA's guidance defines a notable person as including current or former professional athletes, celebrities, social media influencers and other "prominent individuals," alongside anyone the responsible Minister later designates as part of a defined class. This is a deliberately elastic category, designed to capture the full range of figures used in modern marketing - from retired football captains doing television spots to influencers posting sponsored content on social platforms. The guidance offers examples of who falls inside and outside the definition, an acknowledgement that the line between an ordinary content creator and a "prominent individual" is not always obvious.
How the prohibition will operate
Beyond banning the appearance of notable persons in ads, the rule also stops wagering operators from entering sponsorship or participation arrangements connected to promotional content in Australia. That closes an obvious workaround: a company could not simply avoid putting a sportsperson on screen while still paying them, indirectly, to lend credibility to a campaign. The guidance also addresses the "causing or authorising" element of the law - relevant for determining liability when an advertisement is produced or placed by a third party, such as a media agency or affiliate, rather than the wagering operator itself.
Exceptions and remaining uncertainty
Not every use of a well-known individual will be caught. The guidance carves out exceptions for dedicated racing services, channels and programmes, reflecting the distinct regulatory and cultural position racing holds in Australian broadcasting compared with sports betting more broadly. ACMA has also flagged that it may issue further formal guidance on the notable persons provision later, suggesting the regulator expects edge cases and disputes once the rule takes effect.
Why this matters for operators and advertisers
For licensed wagering providers, the practical implications are significant. Marketing strategies built around athlete ambassadors or influencer partnerships will need to be unwound or restructured well ahead of 2027, and existing sponsorship contracts should be reviewed for compliance risk. The policy sits within a broader global trend of regulators scrutinising how gambling products are marketed to the public, particularly where endorsement by admired or trusted figures may normalise betting among younger or more vulnerable audiences. Advertising restrictions of this kind do not ban wagering itself; they aim to reduce the persuasive weight that celebrity and social-media influence can add to commercial betting messages, reinforcing a separation between entertainment, sport and the promotion of a product built on financial risk.