# AFL stops Sportsbet using AI players in ads

> The gambling firm created deepfake videos of AFL stars without permission, breaching player agreements and upcoming federal rules.
- Title: AFL stops Sportsbet using AI players in ads · the Guardian
- Summary: The gambling firm created deepfake videos of AFL stars without permission, breaching player agreements and upcoming federal rules. The AFL has ordered its…
- Keywords: sportsbet, afl, ai-generated content, deepfakes, gambling advertising, player rights, aflpa, lachie neale, will ashcroft, news, politics, stops
- Source: the Guardian — https://theguardian.com/australia-news/2026/oct/14/afl-tells-sportsbet-to-stop-using-players-in-ai-generated-content
- Published: 2026-10-13T14:00:06+00:00
- Read time: 1 min
- Topics: sportsbet, afl, ai-generated content, deepfakes, gambling advertising, player rights, aflpa, lachie neale, will ashcroft, news, politics
## Sportsbet made deepfake videos
The AFL's official gambling partner created AI-generated videos of high-profile players without permission, designed to boost social media engagement and reach new customers.
## Lachie Neale's fake Snoop Dogg speech
One video showed former Brisbane Lions player Lachie Neale accepting an award at Collingwood, manipulated to mimic a two thousand eighteen speech from rapper Snoop Dogg accepting a Hollywood Walk of Fame star.

> Last but not least, I want to thank me. I want to thank me for believing in me.
## Will Ashcroft screaming Ozark lines
Another deepfake showed Brisbane Lions dual Norm Smith medallist Will Ashcroft screaming a line from television show Ozark, presented as his reaction to Fremantle playing Wharfie Time in the two thousand twenty-six A F L…
## Videos breached player agreements
The AFLPA said the videos violated the collective bargaining agreement between players and the AFL, which restricts how partners can use player images. The agreement makes no mention of A I.

> AI generated player imagery is not permitted without the players' approval.
## Videos broke upcoming federal law
The videos were published despite the federal government legislating to ban athletes appearing in gambling advertisements. The new rules take effect next year.
## AFL orders content removed
After the AFLPA raised concerns, the AFL told Sportsbet to delete the videos and stop using AI-generated player imagery without permission. Sportsbet removed the videos from Instagram on Tuesday afternoon.
## Calls for tougher A I regulation
Independent A C T senator David Pocock said the case exposed the need for stronger safeguards against deepfakes and tougher regulation of gambling company behaviour using A I.

> AI being used to generate images of elite athletes without their consent to promote harmful gambling products exposes issues with gambling company behaviour.
## Key takeaway

The AFL has ordered its official gambling partner Sportsbet to stop creating AI-generated videos of players without consent, after the union raised concerns about breaches of collective bargaining agreements.