Victorian regulator warns influencer casino posts may break state gambling ad laws
Victoria’s gambling watchdog has issued a warning to social media influencers that promotional casino-style content could amount to illegal gambling advertising under state law. The Victorian Gambling and Casino Control Commission (VGCCC) is examining posts that present gambling as entertainment, easy money or investment-like activity, and says it is prepared to pursue regulatory and legal avenues if it finds breaches of the Gambling Regulation Act 2003. The move signals a sharpened focus on influencer marketing in the gambling sector and raises fresh compliance questions for creators, affiliates and platforms targeting audiences in Victoria.
VGCCC probes influencer casino-style content for illegal advertising
Victoria’s gambling regulator has confirmed it is examining social media influencer content that promotes casino-style gambling, warning it may constitute illegal advertising under state legislation.
The Victorian Gambling and Casino Control Commission (VGCCC) is reviewing posts that depict gambling as entertainment, quick cash or an investment-like opportunity, and has stated it is considering both regulatory and legal avenues to halt any activity that breaches the Gambling Regulation Act 2003.
The current focus is on influencer posts that showcase gambling products, features or outcomes in a way that could be interpreted as encouraging Victorians to gamble, without complying with strict advertising and harm-minimisation requirements. The regulator has not named individual influencers but has made clear that content itself, not just paid advertisements in the traditional sense, is under scrutiny.
Key legal issues under Victoria’s Gambling Regulation Act 2003
The VGCCC has indicated that influencer content may be caught by existing prohibitions on gambling advertising if it has the effect of promoting wagering or casino-style products to people in Victoria, regardless of whether the material appears as a conventional advert.
According to the regulator, posts that portray gambling as easy money, trivial entertainment or low-risk activity raise concerns under the state framework, which is designed to minimise gambling-related harm and prevent inducements that encourage excessive play.
The Gambling Regulation Act 2003 contains offences for publishing or causing to be published certain types of gambling advertising, including material that could reasonably be regarded as encouraging people to gamble or to gamble more frequently. The VGCCC has signalled it will assess influencer posts against these existing provisions and does not require new laws to commence action.
The commission has also flagged that it is exploring whether some content may amount to unlicensed gambling services if it directs Australian users to offshore operators or unapproved products, potentially triggering further enforcement options.
Implications for influencers, affiliates and social platforms
The regulator’s position places influencers, affiliates and content creators on notice that gambling-related posts can attract the same scrutiny as conventional advertising campaigns in Victoria. Those who promote casino-style products or share links and referral codes risk being treated as publishers of advertising under the state Act.
The VGCCC has stressed that it will not hesitate to take action where it identifies breaches, including seeking to have unlawful content removed and, where appropriate, pursuing enforcement against those responsible.
Social media platforms carrying this material may also face increased regulatory pressure to respond quickly to requests to remove or restrict access to content that is deemed illegal in Victoria. While the current focus is on influencers themselves, the regulator has framed the issue as part of a broader effort to prevent gambling harm in online environments.
For the wider iGaming sector, the investigation underscores that promotional strategies relying on influencers must be carefully assessed against local advertising rules, particularly around inducements, audience targeting and the portrayal of gambling outcomes. Operators and marketing partners seeking to engage Victorian audiences will need to ensure that any creator content linked to their services is consistent with the state’s harm-minimisation objectives.
