Australia Clarifies 2027 Gambling Ad Ban on Celebrities, Athletes and Influencers

Australia has issued new regulatory guidance explaining how gambling operators and advertisers must comply with a nationwide prohibition on using celebrities, professional athletes and social media influencers in wagering promotions from January 1, 2027.

The Australian Communications and Media Authority (ACMA) published the guidance on October 19, outlining how the restrictions will apply across television, radio, news websites, online games and social media.

The new requirements will prohibit gambling advertisements from featuring individuals legally classified as notable persons. Licensed interactive wagering providers will also be restricted from entering into sponsorship and promotional arrangements involving those individuals in the promotion of wagering advertising content in Australia.

The guidance provides businesses with additional clarity ahead of the reforms taking effect. Importantly, it does not introduce a new law. Australia's gambling advertising reforms were passed by Parliament on August 19, 2026.

Who Will Be Banned From Gambling Advertisements?

Under the new framework, the definition of a notable person extends beyond traditional celebrities and professional sports personalities.

ACMA identifies several categories covered by the legislation:

• Current and former professional athletes.
• Current and former celebrities.
• Current and former social media influencers.
• Other current or former prominent individuals.
• Additional categories of individuals that may be determined by the responsible minister.

The definition is deliberately broad, reflecting the government's intention to limit the influence of recognizable public figures in wagering promotions.

For gambling operators, this creates a significant compliance challenge. Advertising campaigns that previously relied on retired athletes, television personalities or online content creators may need to be revised or withdrawn before the new rules commence.

The regulator's guidance explains how individuals may fall within or outside the definition, although the assessment of a particular advertisement will depend on its circumstances.

Influencer Marketing Faces a Major Regulatory Shift

Social media has become an important advertising channel for gambling brands, particularly where operators seek to reach younger audiences through sports commentary, entertainment content and influencer partnerships.

Australia's new restrictions directly address this promotional model.

From January 2027, operators cannot assume that advertising through an influencer's personal social media account is treated differently from conventional television or digital advertising.

The restrictions apply across platforms, meaning the format or distribution channel does not, by itself, remove an advertisement from the rules.

This has implications for affiliate marketing businesses, sponsorship agencies and digital publishers working with wagering operators.

An affiliate website or social media publisher that distributes promotional material featuring a notable person may need to consider whether the content falls within the prohibition, including rules concerning causing or authorizing advertisements.

However, the legislation should not be interpreted as a universal prohibition on all gambling affiliate marketing or all commercial relationships with public figures. The legal scope concerns wagering advertising content and specified sponsorship or promotional arrangements, with relevant exceptions.

What Happens to Existing Celebrity Sponsorship Agreements?

One of the most commercially significant aspects of the reforms concerns contracts between licensed wagering operators and prominent individuals.

ACMA confirms that, from January 1, 2027, licensed interactive wagering service providers will be prohibited from entering into arrangements involving the sponsorship, participation or involvement of notable persons in promoting wagering advertising content in Australia.

This creates immediate planning considerations for operators with celebrity endorsement campaigns, sports ambassador programs and influencer partnerships.

Businesses preparing their 2027 marketing strategies should assess whether their advertising materials and contractual arrangements remain compliant after the commencement date.

The guidance also addresses relevant exceptions, including provisions for certain dedicated racing services, channels and programs.

These exceptions should be assessed against the actual regulatory requirements rather than treated as blanket permission for racing-related promotions.

How Will ACMA Enforce the New Rules?

ACMA's October 19 publication provides initial compliance guidance explaining how the regulator intends to interpret and assess the notable-person restrictions.

The document addresses the definition of notable persons, examples of potentially covered individuals, factors relevant to alleged violations and provisions concerning parties that cause or authorize gambling advertisements.

The regulator has also indicated that further formal guidance may be issued if required.

This approach gives advertising businesses additional information before the legislation becomes enforceable, while preserving ACMA's ability to assess individual cases.

For operators, the key implication is that compliance cannot be limited to advertisements they publish directly.

Marketing agencies, affiliates, media partners and other parties involved in the creation or distribution of wagering promotions may also need to understand the applicable obligations.

Australia's Wider Gambling Advertising Reforms Begin in 2027

The notable-person prohibition forms part of a broader package of Australian gambling reforms passed in August 2026.

According to the Australian Government's Department of Infrastructure, Transport, Regional Development, Communications, Sport and the Arts, the reforms also include restrictions on wagering advertisements during live sports and in sports venues.

Other measures address direct marketing of gambling inducements to at-risk customers, illegal gambling enforcement, improvements to the national self-exclusion register BetStop and certain emerging online lottery products.

The legislation also provides for cost-recovery arrangements associated with gambling regulation and player-protection measures.

The changes represent a significant shift in how Australia intends to regulate wagering advertising and consumer exposure.

The government has emphasized protecting vulnerable Australians, particularly children and young people, from gambling-related harm.

Why the Ban Matters for the Global Gambling Industry

Australia's approach could become an important reference point for other countries considering restrictions on gambling endorsements.

France has already expanded cooperation between its gambling regulator and advertising standards organization to strengthen oversight of gambling promotions, including influencer marketing.

Germany has also taken enforcement action involving prominent entertainers accused of promoting unauthorized online gambling.

The Australian casino reforms go further in one important respect: rather than focusing exclusively on misleading promotions or advertising for illegal operators, the notable-person provisions restrict the use of prominent individuals in covered wagering advertisements more broadly.

That distinction matters for licensed businesses.

Operators that comply with licensing requirements may still be prohibited from using certain marketing strategies that remain common in other international markets.

The reforms could also change the commercial value of celebrity endorsements in gambling advertising, encouraging operators to reconsider how they build brand recognition without relying on prominent personalities.

Is This The End of Celebrity-Led Gambling Advertising?

Australia's new guidance reflects a wider debate about whether celebrity influence should play a role in promoting gambling products.

For years, betting brands have used athletes, entertainers and influencers to build familiarity and credibility with consumers.

Regulators are increasingly questioning whether these relationships normalize gambling, particularly among younger audiences.

Australia's January 2027 restrictions represent a clear policy response to those concerns.

The immediate challenge for operators will be reviewing advertising campaigns and ensuring that their marketing partners understand the new requirements.

The longer-term question is whether similar restrictions will spread to other regulated gambling markets.

For 2027, Australia is positioning itself as an important test of whether gambling companies can maintain brand visibility and commercial partnerships without relying on celebrity and influencer endorsements.

References (APA 7th Edition)

Australian Communications and Media Authority. (2026, October 19). ACMA publishes initial industry guidance on new rules prohibiting notable people in gambling advertising.
Australian Communications and Media Authority. (2026, October). Guidance on notable persons in wagering advertising content.
Australian Government, Department of Infrastructure, Transport, Regional Development, Communications, Sport and the Arts. (2026). Gambling reforms 2026.