Australia's Gambling Ad Ban Reaches Former Athletes and Influencers, Regulator's Guidance Shows

From 1 January 2027, Australian gambling operators will no longer be able to feature "notable persons" in their ads or marketing, and licensed wagering providers will be barred from signing advertising deals with them. That is the practical effect of initial guidance the Australian Communications and Media Authority has published, according to a trade report on the release. The rules, as summarised, cover broadcast and online channels alike: TV, radio, news websites, social media and online games.

The definition is wide. It includes current or former professional athletes, current or former celebrities, current or former influencers, current or former prominent individuals, and any class of people the Minister determines. The "former" qualifier matters. A retired player who now hosts a podcast or appears in promotional content falls within the category as the summary describes it, which means the ban's reach extends beyond active sportspeople and into an income stream that many retired players and creators rely on.

The cost falls first on individuals. Operators can absorb the loss of a single campaign; a creator or former player whose work is largely endorsement-driven cannot easily replace it. Smaller sportsbooks that compete through personality-led marketing may also feel it more than large brands with established sponsorship footprints. The guidance reportedly acknowledges that compliance could be difficult for Australian sportsbooks, but the summary does not say how the regulator weighed that against the harms the ban targets.

Several things remain open. The ACMA calls this "initial" guidance and says it may issue formal guidance later. The ACMA’s 19 October announcement and initial guidance are public. They confirm the broad prohibition and identify exceptions, including dedicated racing services, channels and programs. The Minister can add further classes of notable people. How the exceptions and any later guidance are applied remains to be seen.

The question the coverage skips is whether the ban removes the marketing or relocates it. If named figures disappear but unnamed ambassadors, affiliates or high-follower creators take their place, the regulator will need to police a far less visible market. The ACMA has recently been pursuing offshore operators, which suggests enforcement capacity will decide how much this rule changes in practice.

Update — 21 October 2026: This article now reflects the ACMA’s published announcement and initial guidance, which were not reviewed in the original version.