ACMA announces ban on well-known people in gambling ads

The Australian Communications and Media Authority (ACMA) has outlined for operators the marketing rules in the new regulatory package passed by Parliament on 19 August. The rules will take effect on 1 January 2027.

Under the regulation, well-known people cannot appear in any gambling advertising. Licensed betting service providers will also be unable to make sponsorship or similar agreements with these people. The ban will cover all advertising channels, including television, radio, the internet and social media.

ACMA noted that the definition is not limited to figures who may appeal to children. A well-known person can also cause someone at risk of gambling harm to return to harmful behavior. The authority will assess a person's actual role in promotional content using several criteria.

Responsibility will rest entirely with the licensed provider. Violations and the penalties that follow will apply only to the operator.

Another key issue is people who become better known over time. This is especially likely to occur with social media influencers. Advertising content featuring a person who was not considered well known when the contract was signed, but who meets these criteria during the contract period, can no longer be published.