Australia will ban celebrities and influencers from gambling ads from 1 Jan 2027
ACMA sets a national ban on notable persons in betting ads beginning 2027
Key Takeaways
- The rules come into force on 1 January 2027 after Parliament approved the Interactive Gambling Amendment (Gambling Reform) Bill 2026 in August.
- The ban covers television, radio, news websites, online gaming and social media.
- ACMA defines "notable person" to include current and former professional sportspeople, celebrities and social media influencers and will assess recognition, media coverage and influence.
- Licensed operators are responsible for compliance and must take “all reasonably available steps” to prevent or remove non-compliant content.
- A limited exception applies to ads focused on racing when broadcast via a program, channel or online service dedicated to racing.
Australia will ban celebrities, sportspeople and influencers from appearing in gambling promotions from 1 January 2027. The Australian Communications and Media Authority (ACMA) published the rule after the Parliament approved the Interactive Gambling Amendment (Gambling Reform) Bill 2026 in August; the restrictions apply to television, radio, news websites, online gaming and social media.
Scope and definition of a notable person
The new rule prevents licensed operators from engaging "notable persons" to promote gambling. ACMA defines a "notable person" to include current and former professional sportspeople, celebrities, social media influencers and other well-known personalities. The regulator reserves the right to assess each case and will consider factors such as public recognition, media coverage, achievements and whether the person may influence personal decisions.
Obligations for operators and agencies
Operators are responsible for compliance, not just the appearance of the famous person in the campaign. ACMA requires licence-holders to take “all reasonably available steps” to prevent or remove non-compliant content. Operators must monitor advertising campaigns and ensure creative agencies and third parties understand the requirements. If a person becomes notable while an advertising contract is active, the operator may be required to withdraw the advertisements.
Limited exception and regulatory package
There is a limited exception for advertising focused solely or primarily on racing where it appears via a program, channel or online content service dedicated to racing; both criteria — racing focus and a dedicated channel — must be met. This notable-persons ban is part of a broader package of gambling-advertising restrictions scheduled to commence in 2027. For regulatory details consult the [regulation](/regulation) section.
Frequently Asked Questions
When does Australia’s ban on celebrities in gambling advertising take effect?
The ban takes effect on 1 January 2027, following approval of the Interactive Gambling Amendment (Gambling Reform) Bill 2026 by Parliament in August.
Which channels are covered by ACMA’s new rules?
ACMA’s rules apply to television, radio, news websites, online gaming and social media; the regulator specifies these channels as within the scope of the restrictions.
Who qualifies as a "notable person" under ACMA’s definition?
ACMA’s definition includes current and former professional sportspeople, celebrities, social media influencers and other well-known personalities; the regulator will consider public recognition, media coverage, achievements and potential influence on personal decisions.
What must operators do to comply with the rule?
Licensed operators must monitor campaigns, ensure agencies and third parties understand the requirements and take “all reasonably available steps” to prevent or remove non-compliant content; if someone becomes notable during a campaign the operator may need to withdraw the ads.
Is there any exception to the ban for racing-related advertising?
Yes. There is a limited exception for advertising focused solely or primarily on racing when it is broadcast via a program, channel or online content service dedicated to racing; both the content focus and the dedicated channel criteria must be met.
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About the author
Miguel Sandoval
Regulatory Affairs Correspondent
Miguel Sandoval tracks gambling legislation, licensing, and regulator enforcement — from Spain's DGOJ and the Latin American authorities to the UKGC, the MGA, and the state-by-state map in North America. The reports answer three questions precisely — what changed, where, and who it affects — with jurisdictions, dates, and penalties cited exactly as published. Operators and compliance officers read Miguel Sandoval to know which rulebook moved before their next meeting.
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