Australia May Pursue Cases Against Influencers Promoting Gambling

Regulator Looks Into Gambling Posts

The Victorian Gambling and Casino Control Commission is reviewing gambling content shared on social media. Officials are checking whether some posts may break gambling advertising laws under Victoria’s Gambling Regulation Act 2003.

The review covers content showing gambling activity and large cash wins. Some posts also feature visits to gaming venues and poker machine play. The regulator is watching content from well-known influencers. It is assessing whether their posts promote gambling in ways that Australian laws do not allow.

Concerns About the Message Being Sent

The regulator believes social media content may affect how people view gambling. Some posts show the excitement of winning but say little about the possible harm. When influencers display large amounts of cash and celebrate big wins, they may create the wrong impression. Viewers may think gambling is easier and safer than it really is.

VGCCC Chief Executive Officer Suzy Neilan said this type of content may shape attitudes toward gambling. She warned that it often focuses on rewards while leaving out the risks. Sports betting apps and poker machines can cause serious harm for some players. However, those dangers are often missing from social media content.

Filming Inside Gambling Venues Raises Concerns

Another issue involves filming inside gambling venues. Neilan said people should not record gambling content inside gaming rooms. Some venues have already introduced rules that ban filming in these areas.

The regulator hopes more operators will follow that approach — especially as gambling content becomes more common online. Venue operators now face added pressure. They must manage customer activity while meeting regulatory expectations.

Young Adults Remain a Key Concern

Many people aged 18 to 24 follow influencers every day. Some see them as role models and trust what they share online. The regulator pointed to research suggesting gambling content can make gambling seem normal. This effect may be stronger among younger viewers who regularly watch such content.

Several concerns remain central to the discussion:

• Posts showing large gambling wins

• Filming inside gaming venues

• Influence on younger adults

• Possible breaches of advertising laws

Awareness Campaign Planned

The VGCCC is also planning an awareness campaign aimed at influencers. The campaign will explain how gambling content may affect viewers and encourage more responsible posting. This approach combines education with enforcement — giving influencers a chance to better understand the risks linked to their content.

Beyond possible legal action, the regulator appears focused on changing behavior. Officials have already identified accounts that present gambling as harmless fun. Hence, the coming months may be important for influencers and venue operators. What began as online entertainment may soon become a major test for Australia’s gambling rules.