A prior report suggested the AFL could miss out on about $80m a year under a full gambling ad ban.
The hit
The AFL has ordered betting partner Sportsbet to remove AI-generated videos featuring its players, according to GamblingNews. The clips, reported by The Guardian, put AI versions of players into fictional scenarios. The AFL told Sportsbet to stop making similar content without player approval.
Why it matters
The AFLPA says the clips breached the 2023-2027 collective bargaining agreement on commercial use of players’ images, a deal that does not specifically address AI-generated content. That gap leaves sports bodies & betting partners exposed as AI production outpaces image-rights rules.
The record
| Players featured | Lachie Neale, Will Ashcroft (GamblingNews) |
|---|---|
| AFL figures featured | Hawthorn coach Sam Mitchell, former North Melbourne coach Alastair Clarkson (GamblingNews) |
| Non-player target | Supercars driver Anton De Pasquale also depicted in AI clip (GamblingNews) |
| Ad ban date | Celebrity & sports star betting ads banned in Australia from 1 January 2027 |
What happens next
Watch how the AFL & its commercial partners handle AI content guidelines before Australia’s ad ban takes effect.
Sources: AFL Tells Sportsbet to Remove AI-Generated Player Content
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