Australia's Celebrity Gambling-Ad Ban Reaches Small Influencers Too

New guidance from the media regulator does not set a minimum follower count, makes betting companies carry the penalty and spares only ads that run on dedicated racing channels.

Francis Gable

19/10/26 · 2 minOctober 19, 2026 · 2 min read

Australia's media regulator said on Oct. 19 that betting companies cannot feature athletes, celebrities, influencers or other well-known people in their ads from Jan. 1, 2027, and that even a creator with fewer than 10,000 followers may count.

The Australian Communications and Media Authority (ACMA) set this out in initial guidance on the "notable person" ban, part of a reform package Parliament passed in August. The rule covers TV, radio, news websites, online games and social media. Each airing of a banned ad is a separate breach, and the penalty falls on the licensed betting company, not the person in the ad.

Regulator Sets No Follower Threshold

The law lists current or former professional athletes, celebrities, social media influencers and prominent individuals. ACMA calls the definition deliberately broad. It says the ban is not limited to people who appeal to children, because famous faces also reach people at risk of gambling harm and younger men.

There is no minimum follower count and no verification requirement. One example in the guidance describes an esports commentator with under 10,000 followers who may still be notable because fans in that niche know them. A retired local mayor hired for radio ads would likely count too.

People can also become notable partway through a contract. If an unknown actor lands a hit TV role, the operator must take "all reasonably available steps" to pull the ads.

Racing Ads Keep an Exception

The ban does not apply to ads about racing that run on a dedicated racing channel, program or online service. Both conditions must be met. ACMA names racing.com and Channel 9's Melbourne Cup coverage as examples, while an Olympian appearing in a show that also covers NRL and AFL games would not qualify.

Players may still wear betting logos under sponsorship deals signed before July 2, 2026, which stay protected until Dec. 31, 2031. ACMA says it may publish a list of those deals.

ACMA says formal guidance may follow. Once the rules start on Jan. 1, 2027, it plans to publish compliance alerts and investigation reports.

Treat gambling as entertainment you pay for. 18+, and if it stops feeling like entertainment, help exists at BeGambleAware and GamCare.