The Victorian Gambling and Casino Control Commission (VGCCC) has issued a warning to social media influencers who post content promoting gambling, emphasizing that such activity may not only harm Victorians but also breach state law. VGCCC CEO Suzy Neilan stated that influencers who display cash winnings or highlight large prizes on their channels are shaping perceptions of gambling in a way that downplays the associated risks.

Neilan highlighted that poker machines and sports betting applications carry high risks of harm, yet social media often fails to reflect this reality. In response, the VGCCC plans to raise awareness among influencers through a targeted campaign, informing them of both the potential dangers to audiences and the legal implications of promoting gambling products online.

Legal Implications of Gambling Promotion

Under the Gambling Regulation Act 2003, advertising and promoting poker machines is prohibited. Sharing content that depicts gameplay, venue visits, or winnings can constitute illegal gambling promotion. The VGCCC is actively monitoring social media for such content and is exploring regulatory and legal avenues to halt activities that violate these provisions. Individuals found in breach could face fines of up to AU$24,421.

The regulator noted that many influencers portray gambling as harmless fun, a lifestyle choice, or a way to earn easy money. These posts often target young adults aged 18 to 24, who may view influencers as aspirational figures. “Through these posts, young people are led to believe gambling doesn’t carry risk and pick-up gambling without understanding the potential for harm,” Neilan said in a press release.

Research from the Victorian Responsible Gambling Foundation and the University of Sydney has found that gambling content on social media contributes to normalizing gambling among youth. This normalization can lead to riskier gambling practices, particularly once young people begin visiting venues or accessing gambling applications. Last financial year, player losses in Victoria totaled AU$3.14 billion, a figure seldom highlighted in influencer content.

In addition to influencer oversight, licensed gambling venues are reminded not to advertise poker machines outside their gaming areas. Venues are encouraged to implement clear entry conditions, including prohibiting filming within gaming rooms. Several operators have already introduced ‘no filming’ policies in line with these expectations.

Ongoing Enforcement and Harm Minimization

The VGCCC continues to enforce regulations across the gambling sector. Recent penalties include a $150,000 fine against a pub and brewery for multiple breaches of responsible gambling rules and a $100,000 fine ratified against the bookmaker Okebet for promoting to self-excluded players. Neilan emphasized that self-exclusion is a critical harm-minimization safeguard, signaling that individuals do not wish to gamble or receive further gambling marketing.

By engaging with influencers and monitoring social media content, the VGCCC aims to protect young adults and the broader public from the risks associated with online gambling. The regulator’s approach underscores the importance of responsible promotion and the legal accountability of those who shape public perceptions of gambling.