The Australian Communications and Media Authority (ACMA) issued an official warning to social media influencers promoting illegal gambling. Such actions constitute a breach of the law and carry penalties of up to AU$2.5 million.

Regulatory Crackdown on Illegal Gambling Promotion

According to Australia’s Interactive Gambling Act 2001 (IGA), only licensed sports wagering and lotteries are allowed in the country. The following activities remain illegal:

• Online slots (pokies) and other casino-style games like roulette, blackjack, and poker
• Scratchies
• In-play (live) wagering on sports events
• Betting and lottery services not licensed in Australia

The ACMA’s latest warning addresses the surge in influencers promoting such illegal activities on Facebook, Instagram, TikTok, and other social media platforms. The regulator applies different fines for promotional activities and access facilitation. Here is an overview of the penalties:

The substantial penalties prove the determination of the ACMA to fight and overcome this negative trend. The regulator is “monitoring what influencers are promoting very closely”. It promises to take action where necessary.

The Impact of Illegal Gambling Promotions on Australian Youth

The ACMA stresses various risks related to illegal gambling services. Such platforms are not licensed in Australia and don’t provide proper consumer protection policies. That means players could be:

• scammed out of their money
• victims of sensitive data leaks
• at higher risk of developing gambling addiction

When it comes to influencers promoting illegal gambling, young people active on social media can be even more vulnerable. According to the latest Victorian Population Gambling Study released in 2024, they are least likely to gamble but most at risk of developing problem behavior.

Below, we’ve included data from this study. It provides a breakdown of the gambling population in Victoria, Australia, based on age and the Problem Gambling Severity Index (PGSI). The PGSI is a widely used tool for categorizing gamblers according to the risk and severity of gambling-related problems.

Across all age groups, the majority of players are classified as non-problem gamblers, with this proportion increasing steadily with age. That said, younger adults between 18 and 24 years old have the highest percentage of problem gamblers and moderate-risk gamblers.

Another recent paper by a team of university researchers offers further insights. It explored young Australians’ (12 to 17-year-olds) views on using celebrities and social media influencers in the gambling market. Four data themes were constructed from the analysis of the study:

1. Increase in appeal and better recall – Celebrities and social media influencers in gambling advertisements contribute to the appeal and recall of these promotions among adolescents.
2. Perceived normalization of gambling – According to young people, seeing celebrities and influencers regularly promote gambling made such activities appear normal and socially acceptable.
3. Influence on gambling attitudes and intentions – Participants in the study believe that such promotions present mostly a one-sided image of gambling and could create a false perception that there’s no risk related to it.
4. Concerns about marketing ethics and regulation – Young people believe authorities should look into restricting or entirely banning the use of celebrities and social media influencers for gambling promotions.

These results raise valid concerns for both illegal and legal gambling promotions. Overregulation and banning legal ads entirely could lead to adverse consequences like pushing players to the black market. Still, there should be established control to ensure protection of vulnerable groups.

Social Media Influencers & Gambling Live Streams

Live streaming platforms like Twitch and Kick have become increasingly popular, with a massive audience among younger generations. A first-of-its-kind study was funded by the NSW Office of Responsible Gambling and carried out by the University of Sydney Game and Play Lab. It examined the impact of gambling live streams.

One of the key findings outlined by researchers is that “on average, most people who were watching these channels feel that watching these channels has made them more likely rather than less likely to gamble”. They also found a tendency for comments under gambling live streams to imply irrational perceptions of such activities.

Responsibility in Influencer Gambling Promotions

The ACMA’s warning to social media influencers is clear. There will be serious financial consequences for promoting illegal gambling services in Australia, with penalties reaching up to AU$2.5 million. Influencers must realize their role in either facilitating or endorsing unlicensed gambling platforms and the risks this poses to their audiences.

Young Australians are heavily exposed to influencer-driven gambling content, which normalizes risky behaviors. It’s crucial to focus on youth gambling awareness initiatives. Strong regulatory enforcement is also essential to protect players and stop the growth of illegal gambling promotions online.

ACMA Continues Enforcement Actions

The ACMA’s dedication to protecting players from illegal gambling doesn’t stop with fines for influencers. In May 2025, Unibet was ordered to pay AU$1 million penalty for failing to comply with self-exclusion regulations. More gambling platforms have received similar warnings this year.