{"id":777048608,"date":"2026-10-14T10:37:48","date_gmt":"2026-10-14T13:37:48","guid":{"rendered":"https:\/\/focusgn.com\/asia-pacific\/?p=777048608"},"modified":"2026-10-14T10:38:00","modified_gmt":"2026-10-14T13:38:00","slug":"afl-sportsbet-ai-player-videos","status":"publish","type":"post","link":"https:\/\/focusgn.com\/asia-pacific\/afl-sportsbet-ai-player-videos","title":{"rendered":"AFL orders Sportsbet to stop use of unauthorised AI videos of players"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The intervention follows player union complaints about AI-generated videos.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Key takeaways:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>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.<\/li>\n\n\n\n<li>The directive followed complaints from the Australian Football League Players Association over potential breaches of the players\u2019 collective bargaining agreement.<\/li>\n\n\n\n<li>Australia is due to introduce legislation banning betting companies from featuring athletes and celebrities in gambling advertisements from January 1 2027.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Australia.- The <strong>Australian Football League<\/strong> (AFL) has ordered <strong>Sportsbet <\/strong>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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The controversy began after Sportsbet posted several AI-generated videos showing famous Australian rules football personalities. It&#8217;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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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&#8217; union say that generating digital likenesses without athlete consent is prohibited. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">New federal legislation set to take effect on January 1, 2027, will ban betting companies from featuring athletes and celebrities in <a href=\"https:\/\/focusgn.com\/asia-pacific\/australia-to-ban-gambling-ads-during-live-daytime-sport\">gambling advertisements in Australia<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The intervention follows player union complaints about AI-generated videos.<\/p>\n","protected":false},"author":680,"featured_media":777028008,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"is_press_release":false,"is_interview":false,"is_opinion":false,"focusai_summary":"The AFL has directed Sportsbet to cease using AI-generated social media content featuring professional players without explicit consent, following complaints from the Australian Football League Players Association regarding breaches of their collective bargaining agreement. This incident highlights emerging regulatory and contractual challenges posed by synthetic media in iGaming marketing, ahead of new Australian legislation banning athlete and celebrity endorsements in gambling advertisements from 2027.","focusai_entities":"Sportsbet, AFL, Australian Football League Players Association","focusai_location":"Australia","focusai_target_profile":"ceo_executive (0.9), regulator (0.9), compliance_legal (0.95), operator_casino (0.9), marketing_crm (0.95), investor_analyst (0.85), journalist_researcher (0.9)","focusai_suggestions":[{"label":"AI Content Compliance?","query":"What specific amendments or clarifications are anticipated for existing collective bargaining agreements and advertising codes to explicitly address the use of AI-generated likenesses in iGaming marketing?"},{"label":"Future AI Ad Regulation?","query":"How will the upcoming federal legislation banning athlete and celebrity endorsements in gambling advertisements from 2027 impact operators' long-term digital marketing and brand ambassador strategies, particularly concerning AI applications?"}],"footnotes":""},"categories":[16336,156],"tags":[24663,289,24664],"class_list":["post-777048608","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-australasia-news","category-regulation-news","tag-artificial-intelligence","tag-australia","tag-sportsbet"],"_links":{"self":[{"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/posts\/777048608","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/users\/680"}],"replies":[{"embeddable":true,"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/comments?post=777048608"}],"version-history":[{"count":2,"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/posts\/777048608\/revisions"}],"predecessor-version":[{"id":777048619,"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/posts\/777048608\/revisions\/777048619"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/media\/777028008"}],"wp:attachment":[{"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/media?parent=777048608"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/categories?post=777048608"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/focusgn.com\/asia-pacific\/wp-json\/wp\/v2\/tags?post=777048608"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}