New South Wales to Intensify Regulation on Gambling-Related Influencer Promotions
NSW Authority Targets Influencer Gambling Advertisements
Liquor & Gaming New South Wales, the state’s gambling regulatory authority, has announced intentions to tighten controls on social media influencers who promote gambling brands. This move aims to ensure that gambling operators and their marketing affiliates adhere strictly to legal standards when promoting wagering services.
Importance of Compliance for Gambling Marketers
Tarek Barakat, the Deputy Secretary for Hospitality and Racing, emphasized the growing impact social media influencers have on gambling marketing. He highlighted the need for bookmakers and gaming machine operators to fully understand their legal obligations, especially regarding partnerships with influencers. Barakat noted that a priority for the regulatory body this year is scrutinizing marketing and retention strategies, including how influencers are engaged to advertise gambling products.
He warned operators to be vigilant about affiliate agreements and promotional collaborations, as they will bear accountability for all advertising content related to their services. Particular concern is directed at influencer posts that normalize gambling or glamorize betting activities, which could inadvertently promote risky behavior.
Barakat pointed out that blending entertainment with promotional messaging potentially increases the harm related to gambling by exposing vulnerable audiences to persuasive content. As part of the enforcement process, influencers will need to verify that their social media and website posts comply with existing gambling laws.
Legal Framework Governing Gambling Promotions
The Betting and Racing Act 1998 in New South Wales prohibits advertisements that offer inducements to gamble or contain any misleading or deceptive claims, such as promising guaranteed winnings. Gambling operators must not suggest that betting can be a dependable source of income.
Violations of these rules carry significant penalties, with companies facing fines up to AUD 110,000 and individual influencers fined up to AUD 11,000 for unlawful promotional activity.
The regulations encompass more than just bonuses or deals; even influencers sharing videos of themselves gambling at venues could be subject to penalties under state law if this content violates advertising restrictions.
Broader Regulatory Focus for 2026
Looking ahead to 2026, Barakat intends to expand regulatory oversight beyond social media by reviewing overall marketing practices across direct and indirect channels. Plans include enhancing casino governance, improving integrity safeguards, evaluating VIP and loyalty programs, and addressing challenges players face when trying to close accounts.
Recent Gambling Fraud Case in New South Wales
In related news, local authorities recently arrested a man suspected of committing extensive gambling-related fraud. The individual is accused of illicitly obtaining around AUD 14.8 million to fund his gambling activities, underscoring ongoing concerns about gambling harms in the region.
