Australia publishes guidance on its ban on celebrities and athletes in gambling adverts
The Australian Communications and Media Authority has published an 11 page guide to the "notable persons" ban in gambling advertising, which starts on 1 January 2027. The definition is deliberately broad and covers current and former athletes, celebrities and influencers.
Australia is not a South African market, but advertising limits are a live issue here too, with the regulator and lawmakers discussing how gambling is promoted. Australia's approach, where the licensed operator carries the legal risk rather than the famous face, is one model South African policymakers could look at. It also shows how far a broad definition can reach once influencers are included. Nothing in this story changes what South African players can do today.
What happened
On 19 October 2026 the Australian Communications and Media Authority (ACMA) released initial guidance on the notable persons provision of the country's new gambling advertising rules. The Interactive Gambling Amendment (Gambling Reform) Bill 2026 passed parliament on 19 August 2026, and the reforms commence on 1 January 2027.
From that date, wagering adverts cannot feature a notable person, whether broadcast or online, and licensed operators cannot sign sponsorship or involvement deals with one for promoting wagering content in Australia.
Who counts as notable
The law lists current or former professional sportspeople, celebrities, social media influencers and other prominent individuals. The minister can add further groups. The regulator calls the definition purposefully broad.
- There is no minimum follower count for an influencer. Influence is judged by profile and reputation.
- Status can change over time, so an operator may need to pull an advert if someone in it later becomes notable.
- Cases will be judged one by one, with factors such as payment or other benefit and how recognisable the person is.
A narrow exception covers advertising that relates solely or mainly to racing and appears on a dedicated racing service.
Who is responsible
The guidance says the obligation rests with the licensed operator, not the notable person, so enforcement and penalties fall on the operator. The wider package also bans wagering adverts during live sport coverage and in sports venues, and limits direct marketing of inducements to at-risk customers.
What it means for South African players
South African players already see heavy sports betting advertising, and how far to restrict it remains under discussion. Watching how Australia enforces a celebrity ban gives a preview of the arguments, including the industry warning that tougher advertising rules push some people towards illegal offshore sites. If an advert makes gambling look like an easy route to money, treat it with caution; our responsible gambling page lists support options.