Australia Sets Strict Rules for Ban on Celebrities in Gambling Ads

Australia is entering a new era of gambling regulation. The Australian Communications and Media Authority (ACMA) has made it clear that the time for celebrity-fronted gambling campaigns is coming to an end. On October 19, 2026, the regulator published detailed guidance regarding the upcoming ban on "notable persons" in wagering advertisements. This move signals a significant shift in how gambling products can be marketed, moving away from the use of influential figures to attract younger demographics.

The new rules are a direct consequence of the Interactive Gambling Amendment (Gambling Reform) Bill 2026, which passed parliament in August. Regulators have deliberately kept the definition of a "notable person" broad to ensure that influencers who may not have millions of followers but hold significant sway within specific communities are captured. This reflects a growing public sentiment in Australia, where research indicates that 69 percent of adults believe there is too much betting advertising in their daily lives.

Numbers and facts

Starting January 1, 2027, licensed wagering operators will be prohibited from featuring notable persons in their advertising across television, radio, news websites, and social media. The ACMA has emphasized that there is no specific threshold for social media followers to fall under this ban. Even an individual with a small following could be deemed notable if they have high recognition or influence within a particular demographic. The burden of compliance lies entirely with the gambling operator, not the individual influencer or athlete.

„The definition was deliberately broad and designed to capture people who could encourage gambling through brand association.“ - ACMA Spokesperson

There are limited exceptions, most notably for racing-related content. Advertisements that focus solely or principally on racing and are broadcast on dedicated racing channels or platforms may still feature certain figures, provided they meet specific criteria. Beyond this, the reform package includes a three-ads-per-hour cap on television and a total ban on wagering ads during live sporting event broadcasts.

Background

The push for reform comes amidst rising concerns about the normalization of gambling through sports and celebrity endorsements. Data from the Australian Gambling Research Centre (AGRC) suggests that most Australians believe such ads encourage people to bet for the first time or engage in riskier behavior. Between July 2021 and July 2022, approximately 73 percent of Australian adults participated in some form of gambling, highlighting the scale of the industry and the potential for social harm.

The ACMA will assess individuals on a case-by-case basis, looking at their public profile, media exposure, and ability to influence others. Operators are expected to take all reasonable steps to withdraw advertising if a person becomes "notable" during the course of a campaign. This proactive approach aims to break the link between popular culture icons and gambling activities, particularly for young men who are often the target of these marketing efforts.

Why it matters for German players

For players in Germany, these developments in Australia are highly relevant as the German Interstate Treaty on Gambling 2021 (GlüStV 2021) already places significant restrictions on advertising. While Germany limits ads during live sports and bans active athletes from promoting betting, the Australian model of a total influencer ban without a follower threshold goes a step further. German players are protected by the GGL (Joint Gambling Authority of the States), which enforces a 1,000 Euro monthly deposit limit via the LUGAS system and a 1 Euro per spin limit on slots. Australia's move might influence future regulatory debates in Europe regarding the effectiveness of current influencer marketing bans.

What it means for GGL-licensed casinos

GGL-licensed operators must take note of these international trends. Regulatory bodies worldwide are increasingly closing loopholes in digital marketing. For German licensees, this means ensuring that marketing strategies are sustainable and compliant with the strict youth protection laws of the GlüStV 2021. The Australian example shows that relying on "micro-influencers" to bypass advertising bans is a strategy that regulators are prepared to shut down. Legal providers in Germany can use their compliance as a competitive advantage against unlicensed offshore sites from Malta or Curacao, which are increasingly blocked from legal advertising channels.