The AFL has directed its official betting partner, Sportsbet, to cease the use of high-profile athletes in AI-generated social media content without their consent. This move follows the publication of videos that featured AFL stars in manipulated scenarios, including a depiction of Lachie Neale of the Brisbane Lions mimicking a Snoop Dogg speech and Will Ashcroft delivering a line from the show Ozark.

These videos, aimed at enhancing Sportsbet’s social media engagement, were age-restricted and surfaced despite upcoming federal regulations prohibiting athletes from appearing in gambling advertisements, set to take effect next year.

Key points include:

• Lachie Neale was shown accepting an award at Collingwood in an AI-generated clip.
• Will Ashcroft appeared in a video reacting to Fremantle during the 2026 AFL Grand Final.
• Videos featuring Sam Mitchell and Alastair Clarkson were also produced.

The AFL Players’ Association (AFLPA) expressed discontent, arguing that these actions violated a collective bargaining agreement restricting the use of player images. Alex Taverner, AFLPA's general manager of legal affairs, emphasized that AI-generated imagery requires player approval.

In response to concerns, an AFL spokesperson confirmed ongoing collaboration with Sportsbet regarding the responsible use of AI content. Meanwhile, Sportsbet acknowledged the feedback and aims to adapt its content strategies.

David Pocock, an independent senator and former athlete, highlighted the urgent need for stricter regulations around the use of AI in promoting gambling products. Dr. Mark Johnson, a researcher at the University of Sydney, noted the potential oversight within Sportsbet regarding the ownership of athlete images.

This incident underscores the complexities of AI technology in sports marketing and emphasizes the necessity for clearer guidelines.