There has been significant discussion regarding the Federal Government’s Interactive Gambling Amendment (Gambling Reform) Bill 2026 (Bill) over recent weeks, including at last week’s Labor Party national conference. Although it would appear that the Government will not endorse the establishment of a dedicated national gambling regulator as some members had advocated for, the Government will continue to evaluate measures designed to address the perceived harms of gambling inducements.

Author: Daniel Lovecek, Principal

One aspect of the Bill that we have been tracking is the proposed ban on the use of “notable persons” appearing in, or being used to promote, gambling products and services. Depending on the actual language enacted and anticipated regulatory guidance, the proposal stands to have significant implications for a number of common arrangements, including brand ambassador roles and celebrity endorsements. Now is a good moment for wagering operators, sporting bodies and talent to understand what's on the table.

What the “notable person” ban may involve

In broad terms, wagering service providers would be prohibited from entering into an agreement, arrangement or understanding with a "notable person" in connection with promoting wagering advertising content in Australia. The term isn't exhaustively defined, but is specified to include current and former professional athletes, celebrities, social media influencers and prominent individuals. Notably, the obligation runs both ways: a notable person would also be restricted from engaging in wagering advertising themselves - for both licensed domestic and illegal offshore operators.

The ban would apply to “wagering advertising content” which itself is broadly defined and, importantly, also subject to Ministerial determination from time to time under the Bill.

Where it's up to?

The Bill was introduced to Parliament on 2 July 2026 and referred to a Senate committee inquiry. Submissions close on 24 July 2026, with the committee due to report on 17 August 2026. If passed in its current form, the advertising measures are slated to commence on 1 January 2027, with a phased approach over three years.

The detail, including how "notable person" is ultimately drawn, may shift as the Bill moves through the inquiry process. For now, it's an area worth watching closely.

About Senet

Senet is a multidisciplinary Australian firm specialising in gambling and gaming law, regulatory compliance, and business advisory services. We are the largest specialist team in Australia and based in Victoria. Recognised globally as experts in our field, we understand Australia’s complex gaming legal and regulatory landscape, enabling us to guide clients through their compliance requirements across each state and territory. Our clients range from start-ups to publicly listed global operators, both nationally and internationally. Our team is deeply immersed in the industry, often sharing insights at public speaking events, and our principals have held executive roles in a global ASX-listed entity and a 'Big Four' advisory firm, giving us a unique perspective on the challenges our clients face.

If you have any questions or would like to discuss the topics covered in this article, please contact the team at Senet.

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