The Australian Communications and Media Authority (ACMA) has published guidance on the notable persons ban in gambling advertising, which applies from 1 January 2027, InterGame Online reported on 19 October 2026. The guidance covers who counts as a notable person and how ACMA may assess alleged breaches.
The notable persons ban
From 1 January 2027, gambling adverts in Australia should not feature a notable person, according to InterGame Online. Licensed interactive wagering service providers also cannot enter contracts or arrangements under which a notable person sponsors, takes part in or is otherwise involved in promoting wagering ads in Australia.
The prohibition sits in the Interactive Gambling Amendment (Gambling Reform) Bill 2026, according to the Parliamentary Library’s bills digest of 7 August 2026. Under proposed section 62W, a licensed provider also cannot authorise or cause wagering ads featuring a notable person to run on broadcast or datacast services, or on online content services, in Australia.
Who counts as a notable person
A notable person includes a current or former professional sports player or athlete, a celebrity, a social media influencer, a “prominent individual” or anyone in a class of persons the Minister determines, according to InterGame Online. The bills digest says the Bill gives no further definition of those terms, and that the Minister can set a class of persons inside or outside the definition by legislative instrument when the Minister considers it in the public interest.
The explanatory memorandum to the Bill says ACMA would apply the definition by the ordinary meaning of the terms, read in context and against the purpose of the law, according to the digest. The Alliance for Gambling Reform argued in a submission quoted in the digest that “notable person” and “influencer” need tighter definitions, and that influencers should not be defined solely by reach or follower counts.
What the ACMA guidance covers
According to InterGame Online, the guidance gives examples of who is in and out of scope and lists factors ACMA may consider when assessing alleged contraventions. It also explains how the prohibition works, including the provision on causing or authorising gambling adverts, and sets out exceptions, including for dedicated racing services, channels and programmes.
The bills digest says proposed section 62ZF lets ACMA make written guidelines on how the new advertising rules operate, and that these guidelines are advisory and not a legislative instrument. InterGame Online reported that ACMA may issue formal guidance on the notable persons provision later if needed.
Next steps
The prohibition applies from 1 January 2027. The digest says Free TV Australia, the peak body for Australia’s commercial television broadcasters, asked in a submission for the Bill’s Schedule 1 advertising measures to start 18 months after assent.
ACMA lists the current rules for gambling ads on its website. TGE has covered Denmark’s looming advertising ban in its market report, and tracks Oceania and regulatory developments.
Source: InterGame Online, Parliamentary Library of Australia
