The Victorian Gambling and Casino Control Commission (VGCCC) has issued a warning to social media influencers who promote gambling-related content, stating that some online activity may breach Victoria’s gambling advertising laws.
The regulator announced a targeted campaign aimed at educating influencers about both the potential harms associated with gambling promotion and the legal consequences of publishing certain types of content.
According to VGCCC CEO Suzy Neilan, influencers who showcase large cash winnings, poker machine gameplay or gambling-related lifestyle content may be contributing to the normalisation of gambling, particularly among younger audiences.
Under Victoria’s Gambling Regulation Act 2003, the advertising and promotion of poker machines is prohibited. The VGCCC noted that content featuring venue visits, gaming machine play or gambling wins could potentially constitute unlawful gambling advertising, depending on the circumstances.
The regulator said it is actively monitoring social media platforms and considering regulatory and legal action where content appears to breach gambling laws. Individuals found to have committed offences could face penalties of up to AU$24,421 ($17,500).
The announcement comes amid growing concern about the influence of social media personalities on young adults aged 18 to 24.
VGCCC cited Australian research suggesting that gambling-related content can lower perceptions of risk and increase the normalisation of gambling behaviour among younger demographics.
The regulator also highlighted the broader scale of gambling activity in the state, noting that player losses in Victoria reached AU$3.14bn during the last financial year.
In addition to its focus on influencers, the VGCCC has encouraged licensed venues to strengthen policies around filming in gaming areas.
While advertising poker machines outside designated gaming areas is already prohibited, the regulator said venues should consider implementing clear restrictions on recording gambling-related content on-site.
This latest action is consistent with the VGCCC's broader enforcement posture in recent months. Earlier this year, the Victorian Civil and Administrative Tribunal upheld a AU$100,000 penalty against OkeBet for marketing to self-excluded individuals, while a regional venue, the Flying Horse Bar and Brewery, was fined AU$150,000 – the largest penalty of its kind for a club or hotel – following multiple gambling compliance failures.
Under Victoria’s Gambling Regulation Act 2003, individuals found guilty of unlawful gambling advertising offences can face fines of up to AU$24,421 ($17,500)
