A number of AFL players have chosen to opt-out of appearing in promotional material for gambling companies, per reports from The Age.

Players have the ability to refuse to have their image used in betting ads due to ethical or commercial concerns, with the report suggesting that nearly 30 players had declined to feature in promotional material in 2022.

One of the most prominent, Melbourne forward Ben Brown, who reportedly opted-out of featuring in ads for the AFL's wagering partner in 2020.

Despite there being a handful of players who have declined to feature in promotional material, The Age reports that many players were unaware that they were required to opt-out and that Sportsbet, the league's wagering partner, had the right to use their image unless they did so.

The AFL does not allow players themselves, nor encourage others, to bet on matches, but players and the game itself are able to be used in promotional material.

The league has long had a controversial relationship with wagering partners and the profits of gambling, generating millions of dollars of revenue through that stream each year. The AFL's deal with wagering partner Sportsbet is reported to generate around $12 million profit for the league each year, 28% of which is given back to players.

Clubs themselves have reliance on the profits of gambling, with around $20 million generated from pokies in 2022.

Despite the AFL's reliance on the funds generated by betting, fans seemingly are opposed to the sheer proliferation of gambling advertisements surrounding the game, both online and on television broadcasts.