Sportsbet has deleted a series of AI-generated videos featuring high-profile AFL players.
It comes after the league told its official gambling partner to stop using players’ likenesses without permission.
Late last week, the AFL Players’ Association alerted the league to an alleged breach of the players’ collective bargaining agreement.
Here’s what to know.
Background
The AFL Players’ Association’s collective bargaining agreement (CBA) with the league sets out when the AFL, clubs and their partners can use players’ images and footage.
The current agreement, which runs from 2023 to 2027, does not specifically cover AI-generated content.
Under the CBA, Sportsbet can normally use player imagery without individual approval if a still features four or more players or a clip sequence runs at least six clips per 30 seconds, but AI-generated content falls outside those thresholds.
Schedule 6 requires the AFL or a club to seek a player’s approval before using their image in circumstances not otherwise permitted under the agreement.
It states: “AFL or Club (as applicable) must seek approval from any Featured Player but not surrounding Players, in an Image.”
What happened
Sportsbet created AI-generated videos showing AFL players delivering lines from movies, TV shows and celebrity speeches.
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One video showed Collingwood player Lachie Neale accepting an award by mimicking rapper Snoop Dogg’s 2018 Hollywood Walk of Fame speech.
In the clip, Neale appeared to thank himself for “believing in me”.
The Guardian first reported that the AFL Players’ Association raised concerns with the league last week, arguing the videos breached the CBA.
The AFLPA’s general manager of legal affairs, Alex Taverner, said: “AI-generated player imagery is not permitted without the players’ approval.”
Taverner said the union had called for the content to be removed and for Sportsbet to stop using AI-generated images and footage of players without their permission.
The AFL agreed to work with Sportsbet to remove the content.
The videos had been deleted from Sportsbet’s Instagram account by Tuesday afternoon.
What’s next?
AFL spokesperson Jay Allen told TDA: “The AFL will continue to work closely with our partners on the use of AI content, and will continue to do so as the tech evolves.”
Sportsbet, however, still has AI-generated videos featuring athletes from other sports, including MMA fighter Alex Volkanovski, on its Instagram account.
Separately, federal laws banning athletes and celebrities from appearing in gambling advertisements will take effect next year.
Gambling Helpline 1800 858 858
