TLDR
- From January 1, 2027, gambling ads in Australia cannot feature celebrities, athletes or influencers.
- Licensed wagering operators will also be banned from making ad deals with these people.
- The rules cover TV, radio, news websites, social media and online games.
- New ACMA guidance explains who is covered, possible exceptions and how breaches may be assessed.
- The ACMA calls this “initial industry guidance” and may issue formal guidance later.
The Australian Communications and Media Authority (ACMA) has released its first guidance on new rules that ban well-known people from gambling ads. The rules take effect on January 1, 2027.
The guidance was published on October 19, 2026. It is meant to help gambling companies understand what they can and cannot do under the new rules.
Who Is Covered by the Ban
Starting next year, gambling operators in Australia will not be allowed to feature high-profile people in their ads or marketing materials. This includes celebrities, athletes and online influencers.
Licensed operators will also be barred from making advertising deals with these people. The ACMA said licensed online wagering providers cannot enter contracts tied to the sponsorship, participation or involvement of such a person in promoting wagering ads in Australia.
The ban applies to both broadcast and online ads. TV, radio, news websites, social media and online games are all covered.
The ACMA listed the types of people who fall under the rules. They include current or former professional sports players and athletes.
The list also covers current or former celebrities, influencers and other prominent individuals. The Minister can also name more groups of people who will be covered.
What the Guidance Explains
The ACMA said it understands that meeting the new rules may be hard for Australian sportsbooks. For that reason, it has published guidance with more detail.
The guidance explains how to decide whether a person falls under the ban. It also gives examples of people who may be inside or outside its scope.
It sets out factors the ACMA may consider when looking into possible breaches. It also gives more information on how the ban will work in practice.
The document also outlines certain exceptions to the ban. Operators are encouraged to review the guidance for the full details.
The new guidance is part of ongoing changes to how Australia regulates gambling advertising.
The ACMA has also continued its work to stop offshore gambling operators from reaching Australian customers. These operators are not licensed to offer services in the country.
The agency’s most recent crackdown took place about two months ago. It involved restricting access to more gambling websites that were breaking Australian law.
The ACMA described the document released this week as its “initial industry guidance.” It said it may release “formal guidance” at a later date.
Gambling operators now have a little over two months to prepare before the ban begins on January 1, 2027.
