- Australia has banned notable persons from wagering ads, and ACMA’s first guidance keeps the definition deliberately broad.
- The ban takes effect January 1, 2027, and existing campaigns will be required to come down.
- Operators, not the celebrities they hire, will carry the penalties for any breach.
CANBERRA, Australia – When Sportsbet told a Senate inquiry in August that Australia’s “notable person” gambling ad ban could catch “anyone with an Instagram account,” it was hoping the regulator would narrow the definition.
On Monday, the Australian Communications and Media Authority made clear it has no intention of doing so, publishing its initial guidance to industry on how the ban will be enforced.
The Interactive Gambling Amendment (Gambling Reform) Bill 2026 passed Parliament on August 19, 2026, and became law on August 26. It makes it illegal for wagering companies to feature notable persons in legal sports betting advertising that is broadcast or provided online, or to sign contracts with them to promote wagering.
The “notable person” definition is deliberately broad, as the law aims to prevent residents from wanting to bet on sports in Australia because of a person with influence, including gamblers at risk of harm and younger men.
Professional athletes, social media stars, and current or even former celebrities are some examples of “notable persons” that cannot be featured in any gambling advertisements.
Whether the advertisement is a commercial, online banner, social media sponsorship, or other form, celebrities cannot be featured under this new law.
Any current gambling advertisements that are already live must be removed in accordance with the ACMA guidance before the January 1st, 2027 deadline.
If an operator does not comply with these new regulations for a sports betting ad or does not remove any old advertisements that breach these parameters, the company will face the consequences, not the celebrity.
