ACMA warns influencers of multi-million dollar fines for promoting illegal gambling in Australia

The Australian Communications and Media Authority (ACMA) has issued a strong warning to social media influencers across Australia, making it clear that those found promoting or facilitating illegal gambling could face penalties of up to AU$2.5m (£1.1m).

This announcement comes amid a noticeable rise in influencers using platforms such as Instagram, TikTok and Facebook to endorse or showcase unlicensed online casinos and gambling services.

Under the Interactive Gambling Act 2001, only licensed operators are permitted to offer online sports betting and certain lotteries in Australia.

All other forms of online gambling, including casino games like pokies, blackjack and in-play sports betting, remain illegal.

ACMA has observed a growing trend of influencers live-streaming gameplay on unlicensed platforms, embedding links to illegal gambling sites, and running promotional giveaways tied to these services.

The regulator has clarified that individual influencers who breach these laws can be fined up to AU$59,400 (£43,600) for actions such as live streaming or promoting illegal gambling services.

However, the stakes are even higher for those who actively facilitate access to illegal gambling platforms. For example, sharing hyperlinks or directing followers to unlicensed gambling sites could result in civil penalties reaching AU$2.5 million (£1.1 million).

ACMA’s press release emphasised: “If you’re an influencer and profit from promoting illegal games and wagering services to Australians, you are breaking the law.”

The authority also highlighted the risks associated with illegal gambling sites, noting that they lack consumer protections and can expose users to financial scams and loss of funds.

Young Australians, who are highly active on social media, are considered especially vulnerable to these promotions, with ACMA warning: “You may be putting people that follow you at real risk of harm.”

In response to the surge in illegal gambling promotions, ACMA has stepped up enforcement efforts, recently penalizing both operators and influencers for violations.

The regulator is closely monitoring social media channels and has encouraged Australians to verify the licensing status of any gambling service before engaging with it.

ACMA maintains an online register for this purpose and urges anyone affected by gambling issues to seek help through dedicated support services.

As the crackdown continues, ACMA’s message is clear, promoting or facilitating illegal gambling is a serious offense with severe financial consequences, and the authority will not hesitate to enforce the law to protect Australian consumers.