Australia has introduced comprehensive new advertising restrictions that prohibit the use of celebrities, influencers, and notable individuals in gambling promotions. The changes, confirmed by the Australian Communications and Media Authority (ACMA), apply to all licensed operators and are part of amendments to the Interactive Gambling Act 2001 enacted earlier this year.
ACMA Clarifies Scope of Notable Persons
The ACMA has outlined that the ban covers a wide range of individuals, including current and former sports players, celebrities, social media influencers, and other prominent figures. The definition is intentionally broad, extending to anyone with significant public recognition or influence, such as former local politicians or community leaders. The rules also encompass content creators, vloggers, podcasters, and brand ambassadors, regardless of their follower count, focusing instead on their ability to influence others.
Comprehensive Platform Coverage and Notable Exceptions
The new restrictions apply across all media, including television, radio, news websites, online games, and social media. Operators are forbidden from featuring notable persons in any gambling advertising or entering into sponsorships or arrangements involving such individuals. However, there is an exception for racing: celebrities and sportspeople may appear in ads related solely to racing, provided these are broadcast or streamed on dedicated racing platforms.
Impact on Operators, Affiliates, and Media
These changes significantly affect gambling operators, affiliates, and broadcasters. Many sports podcasts and teams have existing relationships with gambling sponsors, which will now be curtailed. Sports teams can no longer display gambling sponsors on their kits, and broadcasters face further constraints, including a limit of three gambling ads per hour and additional restrictions during sporting events. The financial impact is expected to be substantial, with broadcasters alone projected to lose significant advertising revenue.
Industry Concerns Over Black Market Growth
While the reforms stop short of a full advertising ban, some industry experts have raised concerns that tighter restrictions could drive more activity to unregulated markets. Comparisons have been made to Australia's tobacco industry, where increased restrictions have been linked to a rise in illegal market activity.
Key takeaways
- Australia bans celebrities, influencers, and notable persons in gambling ads across all platforms.
- Definition of 'notable person' is broad, including athletes, content creators, and community figures.
- Racing ads have a specific exemption under certain conditions.
- Operators and broadcasters face significant operational and financial impacts.