AFL tells Sportsbet to stop using AI-generated player images
The AFL ordered its official gambling partner to remove AI-made images and memes of players from social media without athlete permission.
The AFL has instructed Sportsbet, its commercial partner, to halt the use of artificial intelligence to create images and memes of high-profile players for promotional posts. The directive came after Sportsbet created and shared AI-generated content of AFL athletes on social media without seeking their consent.
The league took action to protect player rights and control how their likenesses are used in advertising. The case marks a growing tension between betting operators and sports bodies over the use of AI in marketing as the technology becomes faster and cheaper to deploy.
No timeline was given for Sportsbet's compliance or details of penalties for past breaches.
- Sportsbet
- Official partner
- AI-generated images and memes
- Content type
- Social media
- Venue
Why it mattersThe case highlights who controls an athlete's image and how it can be used, raising questions about AI regulation in Australian sports and advertising.
AustraliaAustralian sports fans will see less AI content of their favourite players in betting ads, while AFL athletes gain protection against unauthorised digital replicas.
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