The AFL asks Sportsbet to stop using AI-generated footage of players and to remove existing AI videos, citing consent and regulatory questions.
The AFL has asked its betting partner, Sportsbet, to stop using AI-generated images of players in social media ads and to delete AI videos that feature players without explicit permission. The move aims to protect players’ likeness rights while rules around AI in advertising tighten.
For fans, this could mean fewer AI-made clips and more content that uses approved footage. For advertisers, it’s a reminder to secure clear permissions before using AI to depict real people in promotions.
The Australian Football League has told its official gambling partner, Sportsbet, to stop featuring players in AI-generated social media content without their permission and to remove AI videos that use players’ likeness. The directive follows instances where clips and captions used artificial intelligence to have AFL stars react to events or deliver lines from popular media, aiming to boost engagement with fans and bettors.
The AFL notes that these AI productions skirt consent rules that typically govern how players’ images can be used in advertising. As rules around AI and likeness tighten, the league wants to ensure partnerships respect players’ rights and comply with evolving standards.
Officials from the AFL Players’ Association say AI imagery should not appear without explicit approval from the players involved. They emphasize that current contracts do not specifically cover AI usage, which creates a gray area that needs clearer protections for athletes’ rights.
AFL representatives described the partnership review as part of a broader effort to steer AI usage in marketing toward responsible practices. Sportsbet has replied that its teams are adapting to shifting expectations and will continue to work with the AFL to align content with partner feedback and community norms.
The move comes as Australia considers tighter rules for advertising that uses athletes’ images or voices, especially when generated by AI. While the current players’ agreement largely governs traditional uses of likeness, AI introduces new questions about consent, ownership, and control over promotional material.
For readers, the headline takeaway is simple: advertisers want to grab attention with AI, but players and unions want clear permission first. The AFL’s action signals that consent and proper use of likeness will be a safety net as AI tools become more common in marketing partnerships.
What happens next is still up in the air. The AFL and Sportsbet are likely to establish clearer consent guidelines and possibly new terms in future contracts that spell out when AI can be used, what scripts or lines can be applied, and how players’ rights are protected.
If you follow AFL content or use betting apps, you may see AI-generated clips disappear from partner channels or be replaced with material created with explicit permission. This helps protect players’ likeness and reduces the risk of misleading ads that blur the line between reality and fiction.
For advertisers and platforms, the case underscores the need for clear permissions before using AI to depict real people in promotions. It’s a reminder that consent should govern AI use in sports marketing as new laws roll out.
Australian regulators are watching AI in advertising closely as rules tighten around how athletes can be depicted in promotions. The AFL’s stance mirrors a broader push for responsible AI use in marketing, especially where human likenesses are involved. Expect contracts with partners to include explicit AI-consent provisions moving forward.
If you’re a consumer who follows AFL content or uses betting apps, expect fewer AI-made clips that imitate real players. Ads may rely more on authentic footage and clearly approved scripts, which should help reduce confusion about what’s real.
Watch for updates from the AFL and Sportsbet on new consent rules and AI usage guidelines. Expect discussions among players, unions, and betting partners about how AI should be treated in sports advertising going forward.
What happened?
The AFL told Sportsbet to stop using AI-generated player imagery in ads and to delete AI videos that feature players without permission.
Why does this matter?
It highlights consent and players’ rights as AI makes its way into sports marketing, with regulators likely to tighten rules.
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