Australian regulator Liquor & Gaming NSW has announced plans to tighten controls on the promotion of gambling by influencers on social media. Companies will now be responsible for any marketing content related to their products, regardless of who publishes it.
Deputy Secretary of the Department of Hospitality and Racing, Tareq Barakat, noted that the growing popularity of influencers in gambling advertising requires businesses to adopt a more responsible approach to marketing.
According to him, the regulator notifies operators in advance: among the priorities are checking marketing strategies, customer retention methods, and the use of bloggers and media personalities.
Tarek Barakat also emphasised that the company is responsible for advertising its products even within the framework of partnership programmes and affiliate agreements. Regardless of who created the content, the responsibility remains with the operator.
Particular attention will be paid to:
- paid and unpaid advertising collaborations with influencers;
- content that presents betting and gambling as normal or glamorises it;
- platforms with a large share of young audiences or other vulnerable groups, including podcasts.
According to the regulator, such formats can increase the risk of harm from gambling, as they blur the line between entertainment and advertising and affect the most vulnerable audiences.
In addition to influencer marketing, in 2026 the regulator will focus on:
- barriers to closing gaming accounts;
- VIP and loyalty programmes;
- direct advertising of casinos and gambling establishments.
It is worth noting that operators’ violation of regulatory standards may result in enforcement measures, including fines and licence reviews.
- More details: Google News
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