aceAFL tells Sportsbet to stop using players in AI-generated content
The AFL has told its official gambling partner, Sportsbet, to stop featuring its high-profile athletes in AI-generated social media content without player permission. Sportsbet has also been told to delete AI videos depicting AFL stars delivering lines from movies, television shows or speeches to react to real events. The videos were age-restricted and designed to boost Sportsbet’s engagement on social media, in a bid for new audiences and customers. The videos were published despite the federal government legis…
Sportsbet used AI to manipulate AFL players' likenesses in humorous social media videos without their approval, which the players' union said breached collective bargaining rules and which a senator said exposed a lack of safeguards against deep fakes.
The collective bargaining agreement makes no mention of AI, so it is unclear how existing image-use rules apply to AI-generated content, and the source only indicates a partner-level dispute rather than a settled rule.
Evidence
- JournalismThe Guardian2026-10-13
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Truvace Impact Record TRV-2026-1369, v1: “AFL tells Sportsbet to stop using players in AI-generated content.” Truvace, 2026-10-14. /record/TRV-2026-1369 (accessed at citation time). sha256 f99a0af33f326d46…
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