NSW regulators warn gambling companies over influencer marketing and online promotions
Regulators in New South Wales are starting to pay closer attention to a fast-growing part of the gambling industry aka social media influencers and online content creators.
Liquor & Gaming NSW says companies that run betting services or gaming machines should expect far more scrutiny over how their products appear on social platforms. Monitoring influencer-driven promotions will be one of the regulator’s central enforcement priorities throughout 2026.
The agency is responsible for policing advertising connected to online wagering and gaming machines that can be viewed by people in the state, including posts shared across major social platforms. Officials say the surge in influencer partnerships means gambling companies need to think carefully about how their brands appear in online content.
Hospitality and Racing Deputy Secretary Tarek Barakat said operators should take a hard look at the way influencer marketing arrangements are set up and managed.
“We are putting gambling operators on notice that a key priority for us this year is examining their marketing and customer retention practices, including the use of social media personalities,” Barakat said.
He warned companies that they remain responsible for the way their products are promoted, even if the advertising is carried out by third parties.
“Gambling operators should be careful about any affiliate or partnership arrangements as we are holding them responsible for the advertising of their products.
“The things we are targeting include paid and unpaid promotional partnerships with wagering operators and gaming machine operators, influencer content that normalises betting behaviour or glamorises gaming products, and in particular, the use of platforms, including podcasts, with large youth or vulnerable audiences.
“These practices may increase the risk of gambling harm by blurring the line between entertainment and marketing, and by exposing at-risk groups to persuasive promotional content.
“L&GNSW will require social media content creators to demonstrate that their social media and website content complies with legal requirements.
“We also work with other responsible agencies as required to ensure people abide by the law and gambling harm is minimised.”
NSW shifts focus to gambling influencer marketing
Liquor & Gaming NSW said its yearly list of regulatory priorities is meant to signal where enforcement attention will fall and give businesses time to adjust before penalties follow.
Influencer promotions are only one part of the review planned for 2026. Regulators also intend to examine whether gambling companies make it unnecessarily difficult for customers to close betting accounts. VIP and loyalty programs, along with marketing tactics used by casinos and gaming venues, will also be reviewed. Authorities say they will continue monitoring casino governance and alcohol-related harm in areas experiencing high levels of alcohol-related crime or large public events.
Australia’s national communications regulator has already issued similar warnings. The Australian Communications and Media Authority recently cautioned influencers that promoting illegal offshore gambling services to Australians can expose them to significant civil penalties. Creators have been urged to check whether betting operators are licensed locally before sharing promotional content.
State legislation already places strict limits on gambling advertising. The Betting & Racing Act 1998 bans inducements to gamble and prohibits advertising that is false, misleading, or deceptive. Promotions are also illegal if they suggest winning is guaranteed or imply gambling will improve a person’s finances.
Penalties can be significant. Individuals who break the rules can face fines of up to $11,000, while companies can be fined up to $110,000.Another law, the Gaming Machines Act 2001, prohibits advertising that draws attention to poker machines in pubs and clubs. Regulators say influencers who record themselves gambling at venues and upload those videos online could also breach the law and face fines of up to $11,000.
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