Science & Tech · Big Tech & Internet · 2 hrs ago
AFL tells Sportsbet to stop using players in AI content without permission
The AFL told Sportsbet to stop using players in AI videos without permission.
The videos showed Australian rules football stars delivering lines from films, television and speeches to promote the betting company on social media.
The AFL Players’ Association said the content breached limits on how partners can use players’ images.
The players’ agreement with the league restricts image use but does not specifically mention AI.
Sportsbet removed the videos from Instagram after it was contacted and the association raised concerns with the AFL.
The league says it will keep working with partners on AI content as the technology develops.
A national ban on athletes appearing in gambling ads takes effect next year, but the videos were published before then.
The AFL has told Sportsbet to stop using players’ images in AI-generated social media content without their permission.
The league also told the gambling company to delete videos showing AFL stars delivering lines from films, television shows and speeches.
The AFL Players’ Association said the videos breached restrictions on how league partners can use players’ images.
Sportsbet removed the videos from its Instagram page on Tuesday afternoon after Guardian Australia contacted the company.
The videos were age-restricted and intended to increase social media engagement and attract new audiences and customers.
- Who
- The AFL told its official gambling partner, Sportsbet, to stop using players in AI content without permission.
- What
- Sportsbet was told to stop publishing the content and delete videos featuring AFL players.
- When
- The videos were removed on Tuesday afternoon. The article was published on 13 October 2026.
- Where
- The videos appeared on Sportsbet’s Instagram page.
- Why
- The AFL Players’ Association said the content breached restrictions on how partners can use players’ images.
This story does not have two clearly opposing sides.
The AFL Players’ Association wrote to the AFL about concerns that the videos breached the collective bargaining agreement.
Sportsbet removed the videos from its Instagram page after Guardian Australia contacted the company.
- Sportsbet’s role
- The AFL’s official gambling partner
- Players shown
- Lachie Neale and Will Ashcroft
- Other figures used
- Hawthorn coach Sam Mitchell and former North Melbourne coach Alastair Clarkson
- Collective bargaining agreement
- 2023–2027
- New gambling-ad rules
- Take effect next year
What people are saying
AI generated player imagery is not permitted without the players’ approval.
We raised this with the AFL and advocated for both the removal of the content and a cessation of the use of AI-generated imagery and vision of players without their approval.
We listen to our partners’ feedback and respond accordingly,
AI being used to generate images of elite athletes without their consent to promote harmful gambling products and attempt to buy social licensce exposes issues with gambling company behaviour as well as the lack of safeguards against deep fakes,
Sources
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