ACMA warns MMA fighter over promotion of illegal gambling website

The Australian Communications and Media Authority (ACMA) has issued a formal warning to mixed martial arts fighter Jamie Mullarkey after finding he promoted an illegal offshore gambling operator through his social media channels.

The regulator concluded that Mullarkey breached Australia's online gambling laws in 2025 by publishing sponsored posts for the gambling service on Instagram. His profile also included references to the sponsorship arrangement, a direct link to the gambling website and promotional hashtags associated with the operator.

Under Australia's online gambling framework, it is unlawful to promote prohibited gambling services. The restrictions extend beyond paid advertisements to include social media posts, livestreams, hyperlinks directing users to illegal gambling websites and promotional giveaways connected with such services.

ACMA member Carolyn Lidgerwood said individuals with large online audiences have considerable influence and should understand their legal responsibilities when endorsing commercial products.

She described the action as the regulator's first enforcement case against an influencer for breaching online gambling rules and said it should serve as a warning to athletes, content creators and their representatives.

The ACMA said it decided to issue a formal warning rather than pursue stronger enforcement measures after considering several mitigating factors. Mullarkey ended his sponsorship arrangement promptly, cooperated fully with the investigation, removed the promotional material without delay, accepted responsibility for his actions and expressed genuine remorse.

Despite those circumstances, the regulator stressed that similar conduct in future could result in more severe regulatory action.

The ACMA reiterated that it will continue using its full range of enforcement powers against individuals who promote or facilitate access to illegal gambling services. It warned that influencers and public figures should carefully assess commercial partnerships before endorsing gambling operators, particularly those based offshore, to ensure they comply with Australian law.