Australia Clarifies Celebrity Gambling Ad Ban Ahead of 2027 Deadline

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Altay Celikkaya

Content Manager

Updated: 19/10/26

Reading Time: 3 minutes

The Australian Communications and Media Authority (ACMA) has issued new guidance clarifying how gambling operators must comply with upcoming restrictions on using prominent individuals in wagering advertisements. Published on 19 October 2026, the guidance explains who meets the definition of a notable person, how ACMA will assess potential violations, and which exceptions apply.

From 1 January 2027, licensed wagering operators will be prohibited from featuring notable individuals in gambling promotions across television, radio, websites, social media and other digital platforms.

The guidance clarifies the rules introduced by Australia’s wider gambling advertising reforms earlier this year.

ACMA gambling ad guidance graphic highlighting influence beyond follower counts.

Regulation & Compliance

Key Takeaways From Australia's Gambling Advertising Guidance

ACMA published its initial guidance on notable persons in wagering advertising on 19 October 2026.
Restrictions covering athletes, celebrities, influencers and other prominent individuals take effect on 1 January 2027.
The definition of a notable person extends beyond widely recognised celebrities to individuals influential within specific communities.
Licensed wagering operators remain responsible for ensuring third-party advertising complies with the restrictions.
Limited exceptions apply to advertising principally related to racing on dedicated racing services.

ACMA Clarifies Who Qualifies as a Notable Person

Under the ACMA’s official guidance, the prohibition covers current and former professional athletes, celebrities, social media influencers and other prominent individuals. However, public recognition does not necessarily require a large national following.

The regulator explains that individuals recognised within smaller communities or specific demographics may also qualify. For example, an esports content creator with fewer than 10,000 followers could be considered notable if their reputation allows them to influence an audience’s betting decisions.

ACMA will assess potential violations individually, considering factors such as public recognition, media exposure, professional achievements and the person’s ability to influence consumers. The guidance follows Australia’s broader gambling advertising reforms, which introduced additional restrictions on wagering promotions and sponsorship arrangements.

Operators Remain Responsible for Third-Party Advertising

The new framework places compliance responsibility directly on licensed interactive wagering service providers. In its guidance, ACMA said:

The obligations to prevent the use of notable people in wagering advertising rest with the LIWSP, not the notable person.

This means operators may face enforcement action when advertisements created or distributed by agencies, affiliates or other marketing partners breach the restrictions.

The regulator also highlights situations where an individual becomes notable after an advertising agreement has already been signed. If that person’s public profile increases significantly, operators may need to withdraw advertisements featuring them, even when existing contracts remain active. These obligations build on ACMA’s previously announced compliance priorities, which identified gambling advertising reforms as a major regulatory focus for 2026–27.

Racing Advertising Receives Limited Exceptions

The restrictions are not absolute across every wagering-related advertisement. ACMA confirms that exceptions may apply when promotional content relates solely or principally to racing and appears on dedicated racing television programmes, channels or online services.

Both conditions must be satisfied. Advertising involving notable individuals would not automatically qualify simply because a programme includes some horse racing coverage alongside other sports. The distinction matters most for operators developing cross-platform campaigns involving racing sponsorships and sports personalities.

What Should Gambling Operators Prepare Before January?

With the implementation deadline approaching, licensed operators will need to review existing sponsorship agreements, advertising materials and influencer partnerships. Campaigns involving former athletes or individuals with smaller but influential audiences may require particular attention.

Australia’s state regulators have also increased scrutiny of these practices. Earlier this year, New South Wales identified influencer marketing as a priority for enforcement.

The latest guidance provides practical information for compliance teams but does not introduce a separate gambling advertising ban. ACMA has indicated that additional formal guidance may be published if necessary.

For operators and marketing partners, the immediate priority is ensuring advertising campaigns and commercial agreements comply with the new requirements before 1 January 2027.