Canberra, October 21, 2026. Australia will ban the use of athletes, celebrities, and influencers in gambling advertising from January 1, 2027, under new guidelines published on October 19 by the Australian Communications and Media Authority (ACMA). The measure requires licensed operators to review advertising campaigns, sponsorships, and commercial contracts before the restrictions take effect.
The ban, established under the Interactive Gambling Amendment (Gambling Reform) Act 2026, passed by Parliament on August 19, covers active and retired athletes, celebrities, and well-known digital content creators. It also extends to individuals recognized within specific communities.
ACMA will assess six factors, including public recognition, media exposure, professional achievements, influence over consumers, and commercial benefits. Even influencers who become widely recognized after signing contracts could become subject to the restrictions.
Anthony Albanese
Compliance responsibility will primarily fall on licensed operators under Section 62W of the Interactive Gambling Act 2001, overseen by ACMA, chaired by Nerida O'Loughlin, with Adam Suckling identified as Acting Chair in October.
Anika Wells
The reform, introduced by the government of Prime Minister Anthony Albanese and Minister for Communications and Sport Anika Wells, limits television advertising to three gambling ads per hour between 5:00 a.m. and 8:30 p.m. and restricts advertising during live sports broadcasts, including the 15 minutes before and five minutes after an event.
It also prohibits gambling advertising in stadiums and on sports uniforms. Digital platforms must verify that users are 18 or older, require authenticated sessions, and allow users to opt out of gambling advertisements through a three-part control system. Operators will face restrictions on promotional incentives during the first 14 days after account registration and for three months after individuals leave BetStop, the national self-exclusion register.
The legislation introduces controls on payments to illegal operators, website blocking, and a new advertising opt-out register. ACMA will be able to oversee advertising campaigns and commercial agreements, while media companies, sports clubs, and gambling operators must adapt their operations to the new requirements.
