ACMA issues initial guidance ahead of January 2027 notable-person advertising rules

The confirmed announcement

ACMA published an announcement about initial guidance on 19 October 2026. The regulator says the notable-person provisions it describes will apply from 1 January 2027. This is a report of that dated announcement, not a statement that the future requirements are already in force.

According to ACMA, the rules cover gambling advertisements featuring notable people and certain promotional arrangements entered into by licensed interactive wagering providers. The regulator identifies broadcast and online distribution among the covered channels.

What the guidance addresses

The release identifies current or former professional athletes, celebrities, social media influencers and prominent individuals among the categories contemplated. ACMA says its initial guidance discusses scope, assessment considerations, operation of the prohibition and relevant exceptions.

Readers should use the full guidance for the definitions and qualifications. This article does not decide whether a particular person or campaign falls within them. The linked publication is the regulator's original record.

The Australian casino distinction

This announcement concerns advertising provisions. It does not grant permission to supply online casino services to Australians. ACMA's separate consumer guidance lists online pokies and casino-style games among illegal services. These two regulator documents address different questions and should be read in their respective contexts.

Dates and attribution

Our article was prepared on 20 October 2026. The source announcement is dated 19 October 2026; the commencement date stated by ACMA is 1 January 2027. Keeping those dates separate prevents a new article from changing the apparent age or legal status of its source.

Any later legislative amendment, formal guidance or enforcement decision would need its own dated source. We do not infer such a development from this release. The editorial illustration accompanies the article; the linked regulator publications establish the announcement.