ACMA Sets New Rules for Gambling Ads Featuring Notable People

The Australian Communications and Media Authority (ACMA) has published initial guidance on how notable persons and gambling platforms may or may not interact.

Notable persons won’t be allowed to be shown as part of gambling companies’ advertising starting on January 1, 2027, whether these ads concern broadcasts or online promotional materials, subject to exceptions. Gambling companies will be barred from entering partnerships with notable persons when it comes to the promotion of wagering ads in the country. The rules set out tentative guidance on whom gambling companies must avoid, including a current or former professional sports player or athlete, a current or former celebrity, a current or former social media influencer, a current or former prominent individual, and a person included in a class of persons that the Minister determines.

ACMA’s initial guidance is also intended to clarify ambiguities such as who qualifies as a notable person, what relevant considerations ACMA may use to assess alleged contraventions, how the prohibition will operate, and relevant exceptions. ACMA has adopted a broad definition of "notable person" and outlined the factors it will consider when determining whether an individual falls within this category.