The Australian Communications and Media Authority (ACMA) has taken its first enforcement action against an influencer for breaching online gambling rules, following an investigation that found the individual promoted an offshore gambling operator on social media.
The ACMA investigation concluded that the influencer, a mixed martial arts fighter, breached Australia's online gambling laws in 2025 by promoting the offshore gambling operator Leon on social media. The investigation found that the influencer's Instagram profile included references to a sponsorship arrangement with the service, a link directing followers to the gambling website, and promotional posts using branded hashtags.
Australian law prohibits promoting illegal online gambling services, including through social media posts, livestreams, hyperlinks to unlicensed gambling websites, and promotional giveaways connected to illegal operators. The ACMA found that the influencer's actions were in breach of these laws and issued a formal warning under Section 64A of the Interactive Gambling Act 2001.
The case was triggered by a media inquiry in November 2025, which raised concerns about possible illegal advertising of offshore gambling services during a mixed martial arts event. The ACMA investigation found that the influencer had entered into a Talent Partnership Agreement with Moonlite N.V., trading as Leon, in April 2025, and had been contracted to provide endorsement and promotional services for Leon's online sportsbook through content published on their personal Instagram account.
The ACMA found that the account featured Leon branding, hashtags, references to free bets, and a hyperlink directing users to the gambling service. Investigators concluded that the content promoted a prohibited and unlicensed interactive gambling service, while helping Australian consumers access the platform.
ACMA member Carolyn Lidgerwood said the case should serve as a warning to influencers and athletes with large online audiences. "Athletes and social media personalities with large online followings can have significant influence over their audiences and can encourage the use of illegal gambling services," Lidgerwood said.
The ACMA has warned individuals who promote or publicize illegal online gambling services that they can face civil penalties of up to A$59,400 ($41,143). Those who facilitate access to illegal gambling services, including by sharing hyperlinks or directing users to those platforms, can face penalties of up to A$2.475 million ($1.714 million).
The case comes as Australian regulators intensify scrutiny of gambling promotion on social media. The ACMA has warned influencers that promoting unlicensed online casinos, in-play sports betting, casino-style games, or other prohibited gambling services could expose them to substantial penalties.
State regulators are also increasing enforcement, with Liquor & Gaming NSW making influencer marketing a key compliance priority for 2026. The agency has warned betting operators that they remain responsible for how their products are promoted through affiliates, content creators, and social media personalities.
