Liquor & Gaming NSW has signalled a significant tightening of oversight on social media promotions for betting and gaming products, stating that operators will be held responsible for all influencer content tied to their brands. The shift was outlined as reported by The Straight, with the regulator identifying influencer marketing as a core area of scrutiny for 2026.
Tarek Barakat, Deputy Secretary for Hospitality and Racing, said the increasing use of influencers to promote gambling has blurred the boundaries between entertainment and advertising, heightening risks of gambling harm. He warned operators to review partnership and affiliate arrangements to ensure they remain compliant with New South Wales legislation.
The regulator will examine influencer posts that normalise betting, glamorise gaming products or utilise platforms with substantial youth or at-risk audiences, including podcasts and streaming channels. Barakat said that such practices may “increase the risk of gambling harm by blurring the line between entertainment and marketing”.
Influencers themselves will be required to ensure that their online and website material demonstrates compliance with state advertising rules. Liquor & Gaming NSW also works alongside other government agencies to enforce standards and reduce harm.
Beyond influencer marketing, the regulator has flagged several priority areas for 2026. These include reviewing barriers to closing gambling accounts, scrutinising VIP and loyalty programmes, and assessing direct advertising practices used by casinos and gaming venues. Casino governance and integrity will also remain under focus, alongside efforts to address alcohol-related harm in identified hotspots.
The regulator said that by publishing annual priorities, it aims to alert the industry to areas requiring caution. Operators risk penalties or licence reviews if they fail to meet compliance obligations.
Liquor & Gaming NSW monitors both online wagering and gaming machine advertising that is visible to the NSW community
