Australia’s 2027 Ban Will Keep Celebrities Out of Gambling Advertising.
Australia’s Communications and Media Authority (ACMA) has released initial guidance on new rules barring celebrities, athletes, influencers and other notable people from appearing in gambling advertisements from 1 January 2027. Licensed wagering operators will be responsible for ensuring their advertising complies. Those that breach the rules could face regulatory action.
New Rules Cover Broadcast and Online Advertising
The ban applies across television, radio, news websites, online games and social media. It was included in the Interactive Gambling Amendment (Gambling Reform) Bill 2026, passed by Parliament in August. Operators will also be barred from making agreements with notable people to promote gambling. Under the rules, responsibility for compliance rests with the licensed operator not the person featured in an advertisement.
No Minimum Follower Count for Influencers
The definition of a “notable person” may include current or former professional athletes, celebrities, social media influencers and other prominent individuals. ACMA may assess people on a case-by-case basis, considering factors such as public recognition, media exposure, professional achievements and their potential to influence attitudes or decisions. There is no minimum follower or subscriber count, and an account does not need to be verified. Someone with a relatively small audience could still be covered if they have influence within a particular community or demographic.
Read Also: NT Gambling Harm Prevention Bill Proposes Deposit Caps and Inducement Ban.
Operators Must Monitor Campaigns
A person’s status may change while an advertising contract is in place. If they become notable during a campaign, the operator may have to remove the relevant material. ACMA expects operators to take “all reasonably available steps” to prevent or remove advertisements featuring someone who becomes notable. Licensees must also make sure their third-party advertising and creative agencies understand the requirements. A narrow exception applies to advertising focused solely or principally on racing, provided it appears on a dedicated racing programme, channel or online content service. Both conditions must be met.
Part of Broader Advertising Reforms
The ban is one element of a wider set of wagering advertising restrictions due to take effect next year.
Other measures include restrictions on gambling ads during live sports coverage and online, as well as a limit of three wagering advertisements per hour on television. Wagering ads will also be prohibited on sporting uniforms and at sporting venues.
