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Afl orders bookmaker to remove artificial intelligence videos featuring players

Sportsbet has pulled synthetic videos of league stars after the governing body intervened.

Written by the BettingEdgeHub desk, 14 October 2026

Major bookmaker Sportsbet recently released humorous social media videos featuring artificial intelligence generated likenesses of several sports personalities. These clips included fictional scenarios involving AFL players and coaches without securing individual permission first. The campaign aimed to build online engagement and appeal to younger audiences through pop culture references.

Union raises concerns over agreement

The players union pointed out that this unauthorized content violated the existing collective bargaining agreement governing commercial image rights. While the current deal permits certain uses of player footage, it fails to account for synthetic media generated by artificial intelligence. The governing body ultimately directed the operator to take down the material and stop producing similar clips immediately.

Tighter rules approach the industry

This controversy arrives as the country prepares to introduce strict new limits on gambling advertising. Proposed laws will ban betting companies from using athletes and celebrities in promotional campaigns starting in early two thousand twenty seven. Lawmakers argue that stronger safeguards are necessary to protect the likenesses of sports stars from unauthorized commercial exploitation.

Financial stakes remain extremely high

Sports leagues continue to maintain lucrative commercial relationships with gambling operators who contribute massive financial backing to domestic sport. Previous financial estimates suggest that sweeping bans on betting advertisements could cost the AFL millions of dollars each year. Both the league and the operator must now adapt their future marketing strategies to handle evolving technology and stricter regulations.