ACMA Warns Influencers for Promoting Illegal Gambling Sites

Social media influencers beware—Australia’s media watchdog is watching, and it’s not just issuing warnings anymore. The Australian Communications and Media Authority (ACMA) has drawn a clear line in the sand: endorsing or promoting illegal gambling sites will result in serious financial penalties, even if done unintentionally.

The move follows a surge in influencer-led promotions of unlicensed online casinos on platforms such as TikTok, Instagram, and Facebook. According to ACMA, these promotions are not only illegal under Australian law but also jeopardize consumer safety, especially for younger audiences and vulnerable individuals.

Influencers found in violation may face fines starting at AU$59,400, with the maximum penalty reaching AU$2.5 million for egregious breaches such as posting direct links to illegal gambling platforms.

The message is unambiguous: if you promote illegal gambling in Australia, you will be held accountable. For influencers seeking monetization, there’s now an urgent need to vet partnerships and comply with local laws. What may appear to be a quick affiliate payout could turn into a multi-million-dollar legal disaster.

ACMA is calling on influencers, content creators, and digital marketers to educate themselves on the legal status of gambling services in Australia and avoid working with unlicensed operators—even those based overseas.

ACMA Issues Strong Warning: “You May Be Putting Followers at Real Risk of Harm”

Key Points

• Illegal Gambling Promotion Is a Criminal Offense. Influencers who promote or even link to unlicensed gambling platforms can face six-figure fines under Australian law.
• Online Casino Games Are Fully Banned in Australia. Games such as online poker, blackjack, roulette, and even online pokies are illegal—no exceptions for influencers.
• Young Viewers Are at Risk. ACMA warns that social media content glamorizing gambling targets minors and vulnerable individuals, increasing the risk of harm.

Understanding ACMA’s Stance on Influencer-Led Gambling Promotions

The ACMA’s recent announcement is more than a warning—it is a public enforcement signal designed to curtail a growing trend. With illegal gambling operations thriving on social media visibility, influencers have become unwitting amplifiers of unregulated platforms that fail to meet Australia’s strict consumer protection standards.

In April 2025, the ACMA blocked 61 illegal gambling websites in a single enforcement wave. This highlights both the volume of non-compliant operators targeting Australians and the need for upstream prevention—starting with those who give these sites exposure.

But now the focus has shifted: the spotlight is on those who promote, not just those who operate.

Financial Penalties Are Not Theoretical

Under the Interactive Gambling Act 2001, the promotion of illegal gambling services is expressly prohibited. The ACMA’s update reminds influencers that violations can result in:

• Base penalties of AU$59,400 per offense
• Up to AU$2.5 million for aggravated or repeated violations
• Additional consequences if links or specific promotional material are involved

These fines can be levied on both individuals and companies, regardless of whether the site being promoted is based in Australia or offshore.

Why Is This Dangerous for Consumers?

Illegal gambling platforms, unlike licensed operators, do not adhere to responsible gambling standards. This includes:

• No age verification safeguards
• No loss limits or deposit protections
• No recourse for scammed or misled players

As a result, players—especially young Australians—may lose money, develop gambling problems, or get caught in addictive behavior with no support or oversight.

ACMA’s Message to Influencers: “Your Content Has Consequences”

In its statement, ACMA emphasized the ethical responsibility that comes with audience influence:

“The risks of using illegal gambling services are high. These services don’t provide the consumer protections Australians expect… You may be putting people that follow you at real risk of harm. The ACMA is monitoring what influencers are promoting very closely.”

This underscores a wider point: influence equals responsibility. Just as influencers are held accountable for promoting unsafe skincare or health products, gambling endorsements are now under similar scrutiny.

Global Context: Australia Follows International Trends

The ACMA’s position mirrors a broader global shift toward regulating influencer advertising in gambling:

• In Brazil, regulators have proposed outright bans on celebrity endorsements in gambling.
• The UK’s ASA has repeatedly issued guidelines warning influencers about promoting unlicensed operators.
• Sweden and the Netherlands are also tightening restrictions, especially around influencer-driven affiliate schemes.

As such, Australia’s actions aren’t just local—they’re part of a growing international consensus.

Stay Informed. Stay Compliant. Stay Responsible.

Australia’s ACMA is setting a strict precedent that all influencers and digital marketers should take seriously. Promoting unlicensed gambling operations is no longer a gray area—it’s a clear legal risk with steep consequences.

Influencers must now:

• Vet every gambling-related brand they engage with
• Avoid posting links or promotional codes for unlicensed platforms
• Understand local gambling laws—even if they operate globally

For those looking to maintain their reputation, protect their followers, and avoid eye-watering fines, the choice is clear: partner only with licensed, regulated gambling brands—or steer clear entirely.

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