The Australian Communications and Media Authority (ACMA) has published its first industry guidance on the "notable persons" provision of Australia's new gambling advertising rules. The guidance gives operators, broadcasters and publishers less than three months before the provision takes effect, according to trade publication iGaming Business.
From 1 January 2027, gambling advertising must not feature a notable person, whether it is broadcast or provided online. From the same date, licensed interactive wagering service providers will be barred from entering contracts or arrangements for the sponsorship, participation or involvement of a notable person in promoting wagering advertising content in Australia. The rules apply across all platforms, including broadcast television, radio, news websites, online games and social media.
A deliberately broad definition
Under the legislation, a notable person is a current or former professional sports player or athlete, a current or former celebrity, a current or former social media influencer, or a current or former prominent individual. The minister can extend the definition to any other class of persons by determination.
Because the definition includes former figures, the ban reaches retired sports stars and past influencers, groups that have long featured in wagering marketing in Australia.
The ACMA has not narrowed the definition. According to a 19 October 2026 report by ASGAM, the 11-page guidance describes it as deliberately broad, designed to capture anyone a wagering provider might use to encourage gambling through association. We have not independently reviewed the guidance document.
What the guidance covers
According to the source, the guidance explains how the definition applies and gives examples of people who may fall inside and outside its scope. It also sets out considerations the regulator may use when assessing alleged breaches, and how the prohibition will work in practice. That includes the subsection on causing or authorising gambling advertisements, which matters for affiliates, agencies and media partners as well as operators. The guidance also covers the relevant exceptions, including those for dedicated racing services, channels and programmes.
Responsibility for compliance rests with the licensed operator, not the notable person. Because a person's status can change over time, operators may have to withdraw an ad if someone in it later becomes notable. The ACMA said it may issue formal guidance on the provision at a later date if required.
Industry concerns and the wider package
The guidance follows concerns raised during the Senate inquiry into the bill. At a hearing on 4 August 2026, Senator Sarah Hanson-Young clashed with the ACMA over the provision. The source does not detail the substance of that exchange. Sportsbet also told the inquiry about the draft definition:
Sportsbet warned that "anyone with an Instagram account" could be caught by the draft definition.
Sportsbet, TAB and Responsible Wagering Australia said they supported the government's overall package. They also warned that going further, to a complete advertising ban, would drive punters to illegal offshore operators. That is a position put by industry bodies and operators, and the source does not test it.
The notable persons ban is one element of the Interactive Gambling Amendment (Gambling Reform) – Bill 2026, which passed parliament on 19 August 2026. The legislation also restricts wagering advertising more broadly, including a ban during live sport and in sports venues. It prohibits direct marketing of inducements to at-risk customers. It also strengthens enforcement against illegal gambling services and BetStop, the national self-exclusion register, and targets harmful and emerging online lottery products. All measures commence on 1 January 2027, and the ACMA is responsible for monitoring and enforcing compliance.
Two companion bills passed on the same day: the National Self-Exclusion Register (Cost Recovery Levy) Bill 2026 and the Interactive Gambling (Cost Recovery Levy) Bill 2026. They allow the government to recover from wagering companies the costs of promoting BetStop, enforcing the new inducement restrictions and developing a wagering advertising opt-out register.
With the start date fixed, attention is turning to compliance. According to iGaming Business, operators that have built marketing around sporting ambassadors and influencer partnerships will need to review existing contracts and creative work before the new year.