The Australian Communications and Media Authority (ACMA) has issued a strong warning to social media influencers: stop promoting illegal gambling services or face serious consequences.
The crackdown comes amid growing concern about the role of digital content in encouraging risky behaviour, especially among younger audiences. Across platforms like Instagram, Facebook and TikTok, influencers have been found live-streaming illegal gambling games, demonstrating how to place bets, and even linking followers directly to unlicensed online casinos.
While some may view these activities as harmless sponsorships or entertainment, the ACMA has made it clear—they are not.
“Social media influencers must understand that the promotion of illegal gambling services in Australia is illegal, and substantial penalties apply,” the ACMA stated.
At the heart of the issue is the increasing normalisation of online gambling, often disguised as casual content. Pokie-style slots and casino games like blackjack remain illegal in Australia when offered online. It’s also unlawful to promote unlicensed lotteries or in-play sports betting.
Communicators and content creators, particularly those with large followings, have a responsibility to understand the rules. This includes recognising that endorsements, promotional giveaways or content showing personal gambling activity on illegal services are all considered breaches of the law.
Those found in violation can face civil penalties of up to $59,400. However, individuals who actively help others access illegal sites—such as by sharing hyperlinks—may be hit with fines as high as $2.47 million. These are not theoretical threats. The ACMA is actively monitoring activity across platforms and taking steps to hold individuals accountable.
Read more: Nearly 9 in 10 Australians support age assurance to protect kids online
The implications for communications professionals go beyond legal risks. Misjudging platform responsibility can severely damage credibility and audience trust. With younger Australians spending significant time online, the ethical stakes are higher than ever.
The rise of influencer-led marketing has reshaped how products and behaviours are introduced to audiences. For brands and agencies alike, this moment serves as a critical reminder to reassess their partnerships and guidelines. Community safety, compliance and transparency must underpin all digital messaging strategies.
In the world of digital engagement, where the lines between entertainment and promotion are increasingly blurred, ensuring legal and ethical clarity is crucial. Whether you’re managing a brand, building a personal following or advising others on content strategy, now is the time to check the fine print—and lead with integrity.
The ACMA continues to urge content creators and their networks on social media to think carefully before posting. What may seem like a simple post or live stream could, in reality, be placing both you and your followers at risk.
Adrianne Saplagio is a Content Producer at Comms Room, where she combines her passion for storytelling with her expertise in multimedia content creation. With a keen eye for detail and a knack for engaging audiences, Adrianne has been instrumental in crafting compelling narratives that resonate across various digital platforms.
