Australia’s communications regulator has issued its first official guidance on the new ban preventing athletes, celebrities, and influencers from appearing in gambling advertisements, which takes effect on 1 January 2027.
The Australian Communications and Media Authority (ACMA) has clarified how it will interpret and enforce the prohibition on featuring notable public figures in gambling ads. This regulatory move aims to reduce the influence of celebrity endorsements that may encourage risky gambling behaviour, especially among vulnerable consumers.
From 2027, gambling operators in Australia will be banned from using sports stars, celebrities, or social media influencers in any gambling advertising. This restriction applies across all platforms, including television commercials, online advertisements, and social media promotions. For players and bettors, this means gambling ads will no longer use the appeal of well-known personalities to attract attention or suggest social acceptance of gambling.
ACMA’s guidance specifies that the ban covers both direct appearances and indirect endorsements, effectively closing potential loopholes such as influencer partnerships or sponsored content. This means that even if a celebrity does not appear explicitly in an ad, their association with a gambling brand through social media or other channels will be prohibited. Players can expect a shift in advertising strategies, with less emphasis on glamour and celebrity appeal, which may help reduce impulsive betting triggered by such marketing tactics.
The removal of high-profile figures from gambling ads is expected to benefit consumers at risk of gambling harm by reducing emotional triggers linked to problem gambling. This measure complements broader responsible gambling initiatives aimed at creating a safer environment by limiting exposure to persuasive marketing techniques. It aligns with ongoing efforts to protect players and promote responsible gambling practices across Australia.
This development follows international trends where regulators are tightening controls on gambling advertising to protect players. It complements other Australian measures such as stricter advertising time restrictions and enhanced warning messages designed to promote player protection. For example, Brazil recently banned fixed-odds sports betting advertising ahead of elections to address gambling-related debt issues, reflecting a growing global focus on player safety and responsible gambling.
While the ban targets notable individuals, gambling advertisements themselves will continue to appear but with a different focus. Players and bettors should remain cautious with all gambling offers and seek support if gambling causes distress or harm. Resources for assistance and information on responsible gambling are available to help those affected.
For further details on the ban and its implications, players can consult the ACMA guidance. This change is part of ongoing responsible gambling efforts in Australia, which you can explore in more detail here.
Players interested in how these changes affect betting markets can also visit our Betting section for updates on regulation and market trends. For Australian players specifically, staying informed about these advertising changes and other regulatory updates is crucial for making safer gambling choices. Visit our Australia page for ongoing news and resources related to gambling in the country.
Internationally, similar regulatory actions are being taken to address gambling-related harm. For instance, Brazil’s recent ban on fixed-odds sports betting advertising ahead of elections, reported by The Guardian, highlights a global trend toward stricter gambling advertising controls. These measures reflect a shared priority among regulators worldwide to protect players and promote responsible gambling.
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