ACMA clarifies celebrity gambling advertising ban

Australia’s gambling advertisers will need to review more than celebrity endorsements before new restrictions begin January 1, 2027. Initial guidance published by the Australian Communications and Media Authority on October 19 explains that the prohibition also covers former athletes, social media influencers and other prominent individuals. 

The rules apply to advertising across television, radio, websites, social media and online games. Licensed interactive wagering providers will also be prohibited from entering into arrangements involving notable people in the promotion of wagering advertising content in Australia.

An influencer does not need a particular number of followers or a verified account to fall within the definition. Recognition within a specific community or demographic may be sufficient, according to the guidance. 

An individual’s changing public profile can affect whether advertising remains compliant

Someone who is outside the definition when a contract begins could subsequently become notable. ACMA’s guidance therefore addresses the withdrawal of advertising when an individual’s status changes during a campaign.

The publication also explains exceptions for advertising principally or solely concerned with racing when it appears through dedicated racing programs, channels or online services. Both the subject matter and the distribution conditions must be satisfied. 

ACMA described the document as initial industry guidance and said it could issue formal guidance later if required. Its immediate purpose is to help businesses prepare for the forthcoming obligations and understand how potential breaches may be assessed.