ACMA cracks down on non-compliant marketing practices targeting vulnerable individuals
Self-Excluded Gamblers Illegally Contacted
ReadyBet, an online wagering operator, has come under fire for illegally contacting hundreds of individuals registered with the BetStop scheme. The Australian Communications and Media Authority (ACMA) launched an investigation following reports of unsolicited marketing messages being sent to self-excluded users.
The probe found that 273 direct marketing messages—comprising push notifications and SMS—had been sent to individuals who had voluntarily enrolled in BetStop, Australia’s National Self-Exclusion Register, which allows users to exclude themselves from gambling for anywhere between three months to a lifetime.
Thousands of Messages Breached Regulatory Guidelines
Beyond the direct contacts, ReadyBet was also found guilty of failing to include mandatory self-exclusion messaging in over 2,300 push notifications sent via its mobile app. These notifications were supposed to carry BetStop promotional content, which helps educate users about self-exclusion options and support services.
This systemic oversight has now triggered a formal remedial direction by ACMA, compelling the operator to immediately address deficiencies in its communication and compliance mechanisms.
Regulatory Action and Required Reforms
As part of the directive, ReadyBet must:
Review all marketing systems and automation pipelines
Audit and monitor the involvement of third-party vendors used for customer outreach
Implement comprehensive staff training to ensure future compliance with self-exclusion laws
ACMA has also warned that further non-compliance may lead to civil penalties and potential court proceedings, signalling a strong intent to uphold regulatory standards across the Australian betting industry.
Broader Implications for the Betting Industry
This incident reflects growing concerns about operator accountability and consumer protection in the digital wagering space. The BetStop scheme, launched in 2023, is central to Australia’s national gambling harm minimisation strategy. With a rise in problem gambling and mental health concerns, strict adherence to exclusion measures has become a legal and ethical imperative.
ACMA Chair Nerida O’Loughlin has repeatedly stressed that all licensed operators are expected to prioritise player safety, especially those who actively seek help through exclusion platforms. She noted, “Gambling companies must take self-exclusion seriously—it’s not optional, it’s the law.”
Conclusion: A Wake-Up Call for the Sector
The ReadyBet case sends a clear message to all Australian gambling operators: compliance failures will not be tolerated, particularly when they jeopardise vulnerable users. With ACMA tightening oversight, operators must invest in robust data filters, responsible marketing protocols, and continuous staff training to ensure their services support—not endanger—at-risk consumers.
