AFL orders Sportsbet to stop use of unauthorised AI videos of players

The intervention follows player union complaints about AI-generated videos.

Key takeaways:

• The AFL has ordered Sportsbet to stop using AI to create social media content featuring professional players without explicit permission. The operator has removed the videos.
• The directive followed complaints from the Australian Football League Players Association over potential breaches of the players’ collective bargaining agreement.
• Australia is due to introduce legislation banning betting companies from featuring athletes and celebrities in gambling advertisements from January 1 2027.

Australia.- The Australian Football League (AFL) has ordered Sportsbet to stop using AI-generated social media videos featuring professional players without explicit permission. The directive follows complaints from the Australian Football League Players Association, which argued that unauthorised AI videos breach the commercial terms of the active collective bargaining agreement between players and the league.

The controversy began after Sportsbet posted several AI-generated videos showing famous Australian rules football personalities. It’s since removed the videos from its social media channels. It said it will continue adjusting its practices based on feedback from partners and community expectations.

While the current 2023 to 2027 collective bargaining agreement allows commercial partners limited use of player footage, the contract contains no framework regarding artificial intelligence or synthetic media. Representatives from the players’ union say that generating digital likenesses without athlete consent is prohibited.

New federal legislation set to take effect on January 1, 2027, will ban betting companies from featuring athletes and celebrities in gambling advertisements in Australia.