Australia bans celebrities & ex-athletes from gambling ads
The ban is one part of a wider reform package that passed Australia’s parliament, according to iGB.
The hit
The Australian Communications & Media Authority (ACMA) has issued its first guidance on the country’s ban on notable people in gambling ads, according to iGB. From 1 January 2027, gambling ads cannot feature current or former athletes, celebrities or influencers, & operators cannot sponsor them for wagering promotion. Operators, broadcasters & publishers have less than three months to prepare.
Why it matters
The ban closes off a marketing route operators have leaned on for years. Status can change too, so an ad featuring someone who later becomes notable may have to be pulled, putting the compliance burden squarely on licensed operators rather than the individuals themselves.
The record
| Guidance published | 11-page document, reported by ASGAM on 19 October 2026 |
|---|---|
| Platforms covered | Covering broadcast, online & social media |
| Legislation passed | Interactive Gambling Amendment (Gambling Reform) Bill 2026 |
| Senate clash | Senator Sarah Hanson-Young & ACMA disputed the definition, 4 August 2026 |
| Industry warning | Sportsbet said “anyone with an Instagram account” could be caught by the draft definition |
What happens next
Operators have less than three months to review ambassador deals & influencer contracts before the ban takes effect on 1 January 2027.
Sources: ACMA issues first guidance on Australia’s ban on notable people in gambling ads
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