Liquid & Gaming NSQ warns operators it will be assessing both marketing and compliance on social media practices.
Australia’s New South Wales (NSW) gambling regulator has outlined its plans to review the usage of social media influencers within the gambling space.
Included in its key regulatory priorities for 2026, Liquor & Gaming NSW (L&GNSW) warned operators it will be shining a light on both marketing and compliance, with the review covering social media practices, VIP programs, casino governance and barriers that players face when closing gambling accounts.
More specifically, the regulator will be reviewing both paid and unpaid promotional partnerships between gambling companies and influencers, as well as “influencer content that normalises betting behaviour or glamorises gaming products”.
Tarek Barakat, hospitality and racing deputy secretary, explained that it is of the highest importance to ensure that online bookmakers operating within New South Wales are compliant with the state’s laws surrounding gambling advertising and player protection.
“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.
“Gambling operators should be careful about any affiliate or partnership arrangements as we are holding them responsible for the advertising of their products.”
A renewed focus
It’s not just social media that will be under review. Barakat will also be looking at how influencers are using multimedia content, such as podcasts, to drive traffic towards gambling operators. However, Barakat’s biggest focus will be assessing whether this content has an impact on large youth and vulnerable groups.
Under current regulations in New South Wales, ads that offer inducements to gamble are prohibited. The ban will also apply to content that is “false, misleading or deceptive, including suggesting that winning will be a definite outcome” from participating in gambling activities.
Both operators and affiliates that are found to be in breach of these rules are subject to fines of AU$110,000 and AU$11,000 respectively.
For Barakat, the role of influencers is a controversial one, with their activities potentially posing a risk to vulnerable players.
He continued: “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.”
What this means for affiliates
While the death knell has not yet been sounded for affiliate activity in New South Wales, the next few months could be rocky.
This isn’t the only state in Australia that is placing marketing activities under the spotlight, with a campaign titled Give us an ad break gaining much traction.
Launched by the Foundation for Alcohol Research and Education (FARE), and with backing from more than 130 organisations and public health leaders, the campaign aims to curb the number of ads displayed across TV, radio and broadcast media.
Affiliates and gambling marketers may need to go back to the drawing board to review how they’re utilising their marketing spend, and ensure that the tactics they are using to promote their products are fully compliant with the regulations.
