The Australian Communications and Media Authority (ACMA) published initial guidance on October 20, 2026, regarding the notable persons provision within upcoming gambling advertising reforms. The regulatory update is designed to assist industry stakeholders in understanding and preparing for the upcoming restrictions.
Beginning January 1, 2027, gambling advertising distributed through broadcast or online channels must not feature notable figures. From that date forward, licensed interactive wagering service providers will also face prohibitions on entering into contracts or arrangements relating to the sponsorship, participation, or involvement of notable persons in promoting wagering content across Australia.
Broad platform application
The upcoming rules will apply across all media channels and communication platforms. This comprehensive scope encompasses broadcast television, radio transmissions, news websites, online interactive games, and social media networks.
Under the regulatory framework, the definition of a notable person encompasses several categories. These include current or former professional sports players and athletes, current or former celebrities, current or former social media influencers, current or former prominent individuals, and any person included in a designated class determined by the Minister.
ACMA compliance and exemptions
To support compliance, the ACMA‘s initial guidance document addresses multiple core operational areas. The material covers definitions of notable persons with explicit examples of individuals in and out of scope, relevant criteria the authority may apply when assessing alleged contraventions, and the operational mechanics of the prohibition including provisions on causing or authorising advertisements.
Additionally, the guidance outlines permitted exceptions, notably for dedicated racing services, channels, and programs. The authority noted that formal regulatory guidance may be issued at a later date if required.
You can read more about the gambling advertising reforms here.
