Australia Targets Gambling Influencers as Social Media Crackdown Intensifies

Australia's gambling regulators are increasingly shifting their focus beyond operators and towards the social media personalities helping to promote gambling products online.

For years, gambling advertising has been a major topic of debate across Australia, particularly around sport and television broadcasts. However, regulators are now warning that social media may represent the next major challenge, with influencers capable of reaching hundreds of thousands of followers through platforms such as Instagram, TikTok and YouTube.

Social media has become one of the most powerful marketing channels available to gambling operators, making influencer promotions an important focus for regulators looking to reduce gambling harm

Why Regulators Are Focusing on Influencers

The Victorian Gambling and Casino Control Commission (VGCCC) recently warned that influencer content featuring poker machines, gambling wins and gambling-related promotions could potentially breach Victoria's advertising laws. The regulator has indicated that legal action may be considered where content is found to encourage gambling or promote gambling products in a prohibited manner.

The concern is not limited to Victoria. Liquor & Gaming NSW has identified influencer marketing as one of its key regulatory priorities for 2026. It has warned operators that they may be held responsible for gambling-related content shared by influencers on their behalf.

The Offshore Casino Problem

A major driver behind the crackdown is the growing presence of offshore gambling operators using social media to attract Australian players.

Australian law prohibits online casino operators from offering casino-style gambling services to local residents. However, offshore operators continue to target Australians through affiliate marketing, social media campaigns and influencer partnerships. Regulators have repeatedly warned that these sites operate outside Australia's consumer protection framework.

The Australian Communications and Media Authority (ACMA) has blocked more than a thousand illegal gambling websites over recent years. Authorities acknowledge that offshore operators frequently launch replacement domains and continue to seek new marketing channels to reach players.

A Wider Advertising Crackdown

The focus on influencers comes as Australia prepares to introduce some of the most significant gambling advertising reforms in its history.

Under reforms announced by the federal government, gambling advertisements will face stricter controls across television, radio and online platforms. New measures include restrictions on gambling advertisements during live sports broadcasts, tighter online advertising controls and bans on celebrities and sports stars appearing in gambling promotions.

What This Means for Australian Players

For Australian consumers, the increased focus on influencer marketing could make it easier to identify legitimate gambling operators and reduce exposure to unlicensed offshore sites.

Regulators believe that restricting illegal gambling promotions will help improve consumer protection and reduce the risk of players unknowingly signing up with operators that fall outside Australian laws. At the same time, content creators may need to be far more careful about the gambling-related material they share online.

As gambling advertising rules continue to evolve, influencer marketing appears set to become one of the industry's most closely watched areas. What was once viewed as a relatively informal form of promotion is increasingly being treated as a regulatory issue, and Australian authorities have made it clear that both operators and influencers may face consequences if they fail to comply with the rules.