ACMA Imposes $1.9 Million Penalty on TAB for Improper Marketing Communications

ACMA Penalizes TAB for Inappropriate Marketing Practices

The Australian Communications and Media Authority (ACMA) has imposed a significant penalty on TAB due to irregular marketing activities. The watchdog identified that TAB had sent unsolicited messages to 351 VIP customers who were registered on Australia’s Do Not Call Register.

Details of the Enforcement Action

This breach led ACMA to enforce a fine of $1.9 million AUD on TAB. The Do Not Call Register is designed to protect individuals from receiving gambling marketing and promotional offers. However, TAB violated this by making 82 calls outside permitted hours and over 4,000 calls without clearly identifying themselves as TAB representatives.

The violations took place between February 2024 and June 2025. During 2025 alone, TAB admitted to sending 217,000 marketing SMS and email messages over just 16 days to individuals who had opted out of marketing communications.

TAB staff discovered the issue internally and took immediate corrective measures.

ACMA’s Samantha Yorke emphasized the importance of respecting consumer preferences, highlighting the risks associated with gambling marketing, including financial and psychological harm.

TAB has accepted responsibility, is fully cooperating with the regulator, and is assisting ACMA in clarifying the details of the breaches.

Previous Regulatory Challenges for TAB

This is not an isolated incident for TAB. The company has also come under scrutiny by Austrac, Australia’s financial regulator, concerning anti-money laundering and counter-terrorism funding compliance.

Previously, ACMA fined TAB $2.6 million AUD for sending 5,700 marketing messages that violated customer communication regulations.