ACMA Cracks Down on Influencers Promoting Illegal Gambling

Australian regulators have stepped up efforts to stop social media influencers from promoting illegal gambling services, issuing firm warnings and potential fines amid rising concern over underage exposure and offshore operators exploiting digital platforms. The Australian Communications and Media Authority (ACMA) confirmed that several influencers have promoted unlicensed gambling sites, especially on platforms like Instagram, TikTok, Facebook, and Twitch, often unknowingly amplifying content from foreign companies posing as Australian brands.

In an official press release, ACMA was unequivocal:
“Social media influencers are on notice: stop promoting illegal gambling services to Australians. If you don’t, you risk facing significant penalties.”

ACMA warned that promoting or profiting from unlicensed gambling content—including livestreaming games, embedding affiliate links, or hosting giveaways for offshore operators—violates Australia’s Interactive Gambling Act. Under this law, advertising casino-style games such as pokie slots, blackjack, and in-play sports betting without a valid Australian license is illegal.

Fines for individuals promoting such content can reach $59,400, while facilitating access through hyperlinks or referrals can lead to penalties as high as $2.475 million.

In one case reported by The Guardian, influencers unintentionally promoted Leon Australia, a gambling brand claiming to be Australian but actually licensed in , a small island in the Comoros archipelago. Leon’s website and social media presence included images of major sports teams and promised financial bonuses—creating the appearance of legitimacy. In reality, Leon is not registered in any Australian jurisdiction and has been previously blocked by ISPs at ACMA’s request. Still, its URLs repeatedly re-emerge with minor changes.

Several influencers, including DegenerateAngelss, Steveypants, and comedian Julian Woods, posted promotional content tied to Leon. Some were unaware the company was based offshore. After media inquiries, many of the posts and affiliate links were removed, though not before reaching large audiences.

One of ACMA’s main concerns is the exposure of young Australians to unregulated gambling content. The agency stated:
“Young Australians who are active online can be more vulnerable. You may be putting people that follow you at real risk of harm.”

Dr. Mark Johnson, Co-Director of the University of Sydney’s Game and Play Lab, echoed these concerns in his report Live Streaming Gambling: Who watches, why, and what effects is it having? Johnson noted the widespread lack of age-gating on platforms like Twitch and Kick, making it likely that underage viewers are encountering gambling streams.

“Many described concern with the lax or often essentially non-existent age-gating on gambling live streams,” Johnson wrote. He added that while his study surveyed only adults, the data suggests that these streams are reaching youth in ways that regulated environments like casinos would never allow.

Johnson’s research revealed that the bulk of viewers fall within the 18–30 age bracket, with many also in the 31–40 range. Among these adult respondents, many admitted that watching gambling streams increased their likelihood to gamble.

“Many of our gambling respondents… deemed themselves more likely to gamble as a result of watching these broadcasts,” Johnson stated. He also noted that viewers frequently reported signs of disordered gambling behavior from streamers themselves, including verbal cues suggesting addiction or impaired judgment.

ACMA’s warning comes as licensed operators in Australia raise alarms over unfair competition. Regulated providers invest in player protections, responsible gambling, and compliance, yet find themselves undercut by offshore sites that avoid such obligations.

Illegal platforms also aggressively advertise through influencer channels, making them more visible than their compliant counterparts. While some consumer advocacy groups call for a complete ban on gambling advertising, others in the industry argue that the solution is to highlight regulated alternatives and deny rogue operators the digital space to operate unchecked.

A spokesperson from News Corp confirmed that a recent digital ad for Leon appeared on one of its sites through a third-party ad network. After being alerted, News Corp blocked the ad from appearing on any of its platforms.

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Although ACMA declined to comment specifically on the Leon case or the influencers involved, its broader position was made clear:
“Social media influencers are on notice: stop promoting illegal gambling services to Australians.”

The agency reiterated that offshore gambling sites pose a high risk, offering no consumer protections, limited transparency, and potential for fraud or exploitation.

With ACMA intensifying enforcement and conducting further investigations, influencers—and the platforms they use—are now squarely in the spotlight. Whether knowingly or not, those who profit from offshore gambling promotions may soon face steep consequences.

Source:

, theguardian.com, June 30, 2025.