The Australian Communications and Media Authority (ACMA) has published initial guidance on how gambling advertisers should apply the forthcoming ban on notable people in wagering promotions.
From 1 January 2027, gambling advertising broadcast or provided online in Australia must not feature a notable person. Licensed interactive wagering providers will also be prohibited from entering into sponsorship or other arrangements involving such a person in the promotion of wagering content.
The restriction extends across television, radio, news websites, online games and social media. ACMA says a notable person may be a current or former professional athlete, celebrity, social-media influencer or other prominent individual.
The guidance explains the factors it may consider when assessing a person's public profile. It does not set a minimum follower count as a test for whether an influencer is covered.
That leaves operators and advertising partners to assess visibility within a particular audience as well as broader public recognition. A person known chiefly within a sport or online community may still fall within scope.
The guidance also covers when a wagering provider causes or authorises advertising, rather than limiting its attention to the person shown in a campaign.
There is an exception for advertising carried by dedicated racing services, channels and programmes. ACMA's document sets out the conditions for that exception, which is narrower than a general sports or entertainment placement.
The notable-person restriction is part of legislation passed in August after a lengthy review of gambling advertising. The wider package also introduces limits around live sport, an advertising opt-out register, tighter rules for inducements and stronger action against illegal online services.
The rules now being explained by ACMA are scheduled to commence with that reform package.
Gambling advertising implementation is one of ACMA's stated compliance and enforcement priorities for 2026/27. Its latest document is initial industry guidance, and the authority says it may issue formal guidance later if required. Operators therefore have the present framework for reviewing existing promotional contracts ahead of the January commencement.
An April government impact analysis projected a 0.8% reduction in annual gambling spending from the advertising reforms, providing an earlier estimate of their market effect.
The wider 2026 reforms also prohibit staff and affiliate commissions based on customer gambling activity
