Australia clarifies ban on celebrities in gambling advertising
Australia’s media regulator has published new guidance explaining how gambling operators must comply with restrictions on celebrities, professional athletes and social media influencers appearing in wagering advertisements from January 1, 2027.
The Australian Communications and Media Authority (ACMA) confirmed that the prohibition will apply to gambling advertising across television, radio, websites, online games and social media.
The new rules cover current and former professional sportspeople, celebrities, influencers and other prominent individuals.
Licensed Australian betting sites and bookmakers will also be prohibited from entering sponsorship or promotional arrangements involving such individuals in connection with wagering advertising content.
The guidance outlines how ACMA will determine whether an individual qualifies as a notable person and the circumstances in which an advertisement may breach the legislation.
Certain exemptions will apply to dedicated racing services, channels and programs.
The changes form part of Australia’s broader gambling advertising reforms, which are intended to reduce the influence of wagering promotions on consumers.
For licensed bookmakers, the restrictions will require a review of advertising campaigns, sponsorship agreements and promotional material featuring recognisable personalities.
The guidance also raises practical questions for existing commercial relationships involving former athletes and online influencers.
ACMA said it may publish additional formal guidance as the implementation date approaches.
Many notable celebrities have been in gambling advertising in Australia, including former NBA superstar Shaquille O’Neal (Pointsbet), Actor Mark Wahlberg (Ladbrokes) and local social media influencers The Inspired Unemployed (Pointsbet).
