ACMA Publishes Guidance on Australia's Betting Ad Ban for Athletes and Influencers

Australia's betting ad rules change soon. From 1 January 2027, licensed operators cannot use well-known people to promote wagering. Last month, the Australian Communications and Media Authority (ACMA) explained how it will apply the ban. Here is what the guidance says.

What the ban covers

The ban comes from the Interactive Gambling Amendment (Gambling Reform) Act 2026. Parliament passed it on 19 August. It stops licensed betting providers from paying notable people to promote wagering. The rule covers television, radio, news websites, online games and social media. Providers must also keep records of these deals for three years.

The same law also limits betting ads around live sport. During the day, broadcast ads are barred from 15 minutes before an event until five minutes after it. It also adds rules on inducements for at-risk customers.

Who counts as a notable person

ACMA calls the definition deliberately broad. It includes current and former athletes, celebrities, influencers and other prominent people. It is not limited to people who appeal to children. ACMA will look at each person's public profile, media exposure and ability to influence consumers. It also asks whether they were paid. Retirement does not remove a former athlete from the rules.

On followers, the guidance says:

"there is no prescribed number of followers or subscribers."

As a result, a creator with fewer than 10,000 followers may still count. However, having a social media account does not automatically make someone an influencer.

Who carries the risk

Operators are responsible, not the people featured. That includes ads made by third-party agencies. Operators must take all reasonable steps to withdraw relevant ads. A campaign can also become non-compliant mid-contract. For example, an actor on a 12-month deal might land a leading TV role six months in. The operator must then stop further ads.

The racing exemption is narrow. It covers only ads that relate mainly to racing. They must also run on a dedicated racing programme or channel. The table sums up the main points.

Industry reaction

Sportsbet warned that "anyone with an Instagram account" could fall under the draft definition. Senator Sarah Hanson-Young also challenged ACMA at a Senate inquiry hearing on 4 August. Sportsbet, TAB and Responsible Wagering Australia back the wider reforms. However, they warn that a full ad ban could push punters to illegal offshore sites.

Early warnings for influencers

On 22 October, ACMA warned two former AFL players, Mitch Robinson and Rhys Mathieson. They promoted the illegal site Vegastars on Instagram and a podcast. Both removed the posts. ACMA issued warnings but no fines. Member Carolyn Lidgerwood said

all influencers are now on notice.

That case involved an illegal site, so it is separate from the new rule. Even so, it shows how closely ACMA is watching. ACMA had already warned influencers in February about Instagram promotions of offshore crypto casinos. Sharing links to illegal services could bring fines of up to A$2.475 million.

What happens next

Operators have under two months to prepare. They need to review agency and influencer deals before then. Most prohibitions in the wider law carry civil penalties of up to about A$1.82 million per breach.