The AFL has flexed its muscles and forced Sportsbet to pull AI-generated social media content featuring players without their permission. It's a timely reminder that in the age of synthetic media, getting the legal side right matters just as much as the creative concept.

What Happened

Sportsbet created a series of deepfake-style videos featuring AFL personalities in fictional scenarios, apparently designed to drive engagement among younger audiences. The clips were clever enough, but they crossed a line: the operator never asked the players for permission to use their likenesses.

One video showed Brisbane Lions midfielder Lachie Neale delivering a mock acceptance speech after signing with Collingwood, riffing on a Snoop Dogg moment from the Hollywood Walk of Fame. Another featured Will Ashcroft delivering dialogue from the TV series Ozark. They even took shots at Hawthorn coach Sam Mitchell and Supercars driver Anton De Pasquale.

The Legal Problem

Here's where it gets tricky. The AFL Players Association flagged concerns immediately, citing breaches of the current collective bargaining agreement. The 2023-2027 deal does permit certain uses of player footage without individual consent, but it doesn't specifically cover AI-generated content. That's a gap the industry didn't anticipate, and Sportsbet walked straight into it.

Independent senator David Pocock has now called for stronger safeguards against AI impersonations in advertising. He's right to be concerned. Using an athlete's synthetic likeness to market gambling without their say-so feels dodgy, regardless of whether there's a technical loophole in the contract.

Bigger Picture: Advertising Restrictions Loom

This mess arrives at an awkward moment for the AFL and betting operators. From 1 January 2027, new Australian laws will prohibit betting firms from using celebrities and sports stars in gambling advertisements altogether. That's a seismic shift. Reports suggest the AFL could lose around $80 million annually if gambling advertising restrictions tighten further.

Sportsbet says it will review its approach to AI content and work with everyone involved. The AFL has committed to developing appropriate practices as technology evolves. Both statements are sensible, but they also suggest neither party fully thought this through beforehand.

The incident underscores a broader challenge for the industry. Innovation in content creation needs to keep pace with commercial rights and changing regulations. Get it wrong, and you'll find regulators and player unions breathing down your neck.