AFL Orders Sportsbet to Remove AI-Generated Player Videos

The Australian Football League (AFL) has instructed its official betting partner, Sportsbet, to remove artificial intelligence-generated videos featuring professional players without their permission.

The intervention follows concerns raised by the AFL Players' Association (AFLPA) about the bookmaker's use of player likenesses in social media content.

Sportsbet subsequently removed the disputed videos from Instagram, according to reporting published by Guardian Australia on 14 October 2026.

Sportsbet Used AI to Recreate AFL Players

Sportsbet published several social media videos using artificial intelligence to portray recognisable AFL players delivering dialogue from television programmes, films and speeches.

The content included digitally recreated versions of Brisbane Lions midfielder Will Ashcroft and former Brisbane player Lachie Neale.

The videos were intended as humorous responses to sporting developments and formed part of Sportsbet's social media marketing activity.

However, the use of recognisable athletes raised questions about whether the bookmaker had obtained the necessary permission to recreate their likenesses.

Following questions from Guardian Australia, Sportsbet removed the disputed videos from its Instagram account.

AFL Players' Association Raises Concerns

The AFLPA challenged the use of AI-generated player imagery and raised the matter with the AFL.

The association argued that existing commercial arrangements did not provide unrestricted permission to generate synthetic representations of players.

2023–2027 AFL and AFLW Collective Bargaining Agreement governs aspects of player image rights and commercial activities.

However, the agreement does not explicitly address every potential use of artificial intelligence.

AFLPA legal affairs representative Alex Taverner said the association expected players to approve the use of AI-generated versions of themselves.

The AFL subsequently instructed Sportsbet to remove the content and indicated that it would continue discussions with commercial partners about the technology.

Sportsbet Responds to AI Video Controversy

Sportsbet defended its broader social media approach, explaining that it regularly creates entertaining content for sporting audiences.

Nevertheless, the bookmaker acknowledged feedback from its partners and confirmed that discussions with the AFL were continuing.

Independent senator David Pocock also criticised the use of AI-generated player representations without consent.

The incident highlights a developing issue for bookmakers and sporting organisations.

Artificial intelligence makes it possible to recreate recognisable individuals without arranging traditional filming sessions. However, this raises questions about permission, commercial rights and whether viewers could interpret synthetic content as a genuine endorsement.

Australia's Gambling Advertising Reforms Add Pressure

The dispute comes as Australian betting operators prepare for tighter gambling advertising restrictions.

Changes scheduled for January 2027 include restrictions on using athletes, celebrities and influencers to promote wagering products.

The reforms are intended to reduce gambling advertising exposure, particularly among children and younger audiences.

Casino.com previously examined these developments in its report on Australia's new gambling advertising restrictions.

Although Sportsbet removed the disputed videos before the scheduled implementation date, the controversy raises questions about how AI-generated advertising will be treated under future rules.

Digitally recreating an athlete may raise similar concerns to a conventional endorsement, although the legal position will depend on the wording and application of the relevant legislation.

AI Advertising Creates New Challenges for Bookmakers

Artificial intelligence is becoming increasingly useful in digital marketing, allowing companies to produce videos, promotional graphics and social media content quickly.

For gambling operators, the technology presents opportunities to respond to sporting events and engage audiences without the expense of traditional production.

However, the Sportsbet controversy demonstrates the importance of obtaining appropriate permissions when creating synthetic representations of identifiable people.

It also raises questions about whether existing agreements between sporting organisations, athletes and commercial partners adequately address AI-generated content.

For now, the disputed Sportsbet videos have been removed. The broader issue of how Australian sporting bodies and bookmakers manage artificial intelligence in advertising is likely to remain relevant as regulatory requirements evolve.