Fines of up to AU$2.5 million loom as regulator clamps down on unlicensed online gambling endorsements
ACMA Targets Growing Trend of Social Media Gambling Endorsements
The Australian Communications and Media Authority (ACMA) has officially warned social media influencers that promoting or linking to illegal gambling websites could carry severe legal consequences, including fines ranging from AU$59,400 to AU$2.5 million. The announcement comes amid a global surge in influencer-led gambling marketing, particularly through platforms such as TikTok, Instagram, Facebook, and YouTube.
According to the regulator, a rising number of influencers—many with young and impressionable audiences—have been observed endorsing unlicensed gambling services under the guise of entertainment or casual promotion. ACMA has made it clear that such actions are illegal under the Interactive Gambling Act 2001, especially when they involve hyperlinks or indirect facilitation of access to blacklisted sites.
Consumer Protection and the Risk of Harm
In its public statement, the ACMA emphasised that these unauthorised gambling operators pose significant dangers to consumers. Unlike licensed domestic operators, illegal offshore casinos typically lack harm minimisation protocols, do not enforce age verification, and provide limited or no recourse for players who are misled or defrauded.
“Young Australians who are active online can be more vulnerable,” ACMA warned, adding that influencers have a moral and legal responsibility not to expose their followers to platforms where they can suffer financial and psychological harm.
In Australia, online casino-style games such as blackjack, poker, and pokies (slots) are prohibited unless offered by a licensed entity. The regulator further explained that these games are often featured prominently on illegal sites that use influencer marketing to gain traction.
Regulatory Action Already Underway
This warning comes shortly after ACMA’s April 2025 crackdown, in which 61 illegal gambling sites were blocked in a single operation. Since 2019, ACMA has requested ISPs to block more than 900 gambling domains and continues to identify offenders on a rolling basis.
The penalties for influencers are part of a broader enforcement strategy, which includes collaboration with international regulators and social media platforms to reduce gambling harm in digital spaces.
Implications for Influencers and Content Creators
With this new declaration, influencers operating in Australia must now closely vet any gambling-related partnerships or content they produce. The law is explicit: facilitating access to illegal gambling services—directly or indirectly—can bring devastating financial penalties and reputational damage.
ACMA’s focus on influencer behaviour signals a shift toward holding digital creators accountable for the platforms and services they promote. In the evolving digital advertising landscape, transparency, compliance, and consumer safety are rapidly becoming non-negotiable standards.
As the regulator concluded in its warning: “You may be putting people that follow you at real risk of harm. The ACMA is monitoring what influencers are promoting very closely.”
