Australian regulators are considering stronger enforcement measures against social media influencers who promote gambling services, particularly illegal offshore operators, as concerns grow over the role of online personalities in attracting young audiences to betting platforms.
The move follows increased scrutiny from the Australian Communications and Media Authority (ACMA), which has warned that influencers who advertise or direct users to unlicensed gambling websites may face significant financial penalties. Authorities are examining whether existing laws provide sufficient grounds for legal action against individuals who profit from promoting gambling-related content.
Regulators are especially concerned about offshore gambling companies that use influencers on platforms such as Instagram, TikTok and streaming services to reach Australian consumers. These operators often target younger demographics through lifestyle content, celebrity-style endorsements and affiliate marketing arrangements.
Recent investigations have highlighted cases where influencers promoted gambling brands without clearly disclosing commercial relationships or informing followers that the services were not licensed to operate in Australia. Some content creators removed posts after being contacted by regulators, while others remain under review.
Australia has intensified its broader campaign against illegal online gambling in recent years. Since 2019, ACMA has blocked more than 1,500 illegal gambling and affiliate websites and continues to work with digital platforms to remove prohibited content.
The issue has gained additional attention as gambling-related content becomes increasingly common on social media. Consumer advocates argue that influencer promotions can normalize betting behaviour among younger users and expose vulnerable audiences to unregulated gambling products.
Authorities have indicated that further action could be taken if influencer marketing continues to be used to promote illegal gambling services, with penalties potentially extending to both content creators and the operators behind the campaigns.