ACMA Penalizes Four Betting Operators for Self-Exclusion Rule Breaches

The Australian Communications and Media Authority (ACMA) has imposed sanctions on four online bookmakers—Buddybet, Ultrabet, VicBet, and Topbet—for failures in enforcing BetStop self-exclusion protocols. Investigations by the watchdog confirmed violations of safeguards designed to shield individuals who voluntarily barred themselves from accessing gambling platforms.

The breaches infringe obligations under Australia’s Interactive Gambling Act and the National Consumer Protection Framework (NCPF) for online wagering. The law mandates operator compliance with the national self-exclusion register, which ensures enlisted gamblers do not receive wagering services or promotional content from bookmakers.

Compliance Failures

ACMA investigations revealed distinct violations by the four operators against BetStop protocols. Buddybet neglected to close accounts of registered self-exclusion users while sending them promotional content despite having since withdrawn from the Australian market. Ultrabet reactivated a user’s account without consent immediately after their exclusion period expired and sent marketing material to another excluded individual.

Vicbet and Topbet separately breached identical marketing restrictions by sending promotional messages to BetStop-registered consumers. These violations resulted in formal warnings being sent out by ACMA to each party.

Regulations explicitly mandate that betting providers swiftly close player accounts upon BetStop registration and can only activate them with user consent. Sending marketing content to self-excluded individuals through SMS, email, or other online formats is also strictly prohibited. These cases underscore deficiencies in operator safeguards and the need for automated systems that integrate with the national register to enforce protections and avoid regulatory penalties.

Prior Sanctions

PointsBet encountered similar ACMA enforcement earlier this year after technical flaws left 228 BetStop-registered accounts active and distributed over 500 promotional messages to self-excluded users. Violations also included omitting BetStop promotion in over 22,000 marketing messages and delayed account closures, even with no pending bets.

While only receiving firm warnings for these shortcomings, PoinstBet incurred a $500,800 penalty for sending over 800 messages without the option to unsubscribe. The bookmaker now operates under a court-enforceable mandate requiring comprehensive audits, staff retraining, and a formalized BetStop compliance framework.

Zero Tolerance Policy

Carolyne Lidgerwood, ACMA Authority Member, reinforced the regulator’s uncompromising stance on enforcement failures. “Wagering providers should know their obligations under the rules and know that we are enforcing them. The rules about account closure must be complied with,” she declared.

Lidgerwood went on to emphasize the importance of protecting vulnerable gamblers: “People on the NSR have made a conscious effort to exclude themselves from online gambling services. Sending gambling marketing messages to people who are trying to stop gambling is unacceptable.”