Victorian gambling regulator warns influencers about content restrictions
Victoria’s gambling regulator has warned social media influencers promoting gambling content could face legal action, as concerns grow over the role online personalities play in normalising gambling among young Australians.
The Victorian Gambling and Casino Control Commission (VGCCC) said it would launch a targeted social media campaign aimed at educating influencers about gambling-related harm and the legal risks associated with promoting poker machines online.
VGCCC Chief Executive Officer Suzy Neilan said gambling content shared by influencers often failed to reflect the significant risks associated with betting and gaming products.
“When influencers fan out wads of cash and celebrate winning thousands of dollars, they’re not only sharing content, but they’re also shaping perceptions and attitudes towards gambling and downplaying the very real risk of harm that comes with it,” Neilan said.
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Under Victoria’s Gambling Regulation Act 2003, the promotion and advertising of poker machines is prohibited. The regulator said social media posts featuring poker machine gameplay, venue visits or jackpot wins could constitute illegal gambling advertising.
The warning comes amid growing concern about the amount of gambling content appearing on platforms such as Instagram, TikTok and YouTube, where influencers increasingly blend gambling references into lifestyle, fitness and entertainment content.
Industry observers have also raised concerns about Australian creators promoting offshore gambling operators and sharing videos of high-stakes gambling sessions to attract followers and engagement.
The VGCCC said it is actively monitoring gambling-related social media content and is considering regulatory and legal action where breaches are identified.
Last financial year, Victorians lost $3.14 billion on gambling products.
Neilan said influencers often hold significant sway over audiences aged 18 to 24, helping create the perception that gambling is a harmless form of entertainment or an easy way to make money.
“If a criminal offence is substantiated, an individual could face fines of up to $24,421,” she said.
The regulator also urged licensed venues to prohibit filming in gaming rooms and avoid promoting poker machines outside designated gaming areas, noting that several venues have already introduced no-filming policies.
Several prominent Australian poker players run slot machine content on seperate accounts, while other influencers strike paid deals with offshore operators, which sees them gamble and post the results.
Australians are legally unable to play with offshore online casinos despite many accepting traffic from down under, with authorities previously warning these sites are regulated in places like Curacao, where they may have no recourse if anything goes wrong.
