Illegal Casino Ads on Meta Expose Australia’s Enforcement Gap
A Sydney Morning Herald investigation found promotions for offshore casino sites and casino-style games reaching Australian users through Meta platforms. Some used the names of Crown Melbourne and The Star, although neither company operates an online casino. Other campaigns reportedly sent players to sites where winnings could not be withdrawn.
Affiliate marketers were also part of the traffic chain. In some cases, their payment depended on the losses generated by referred players.
ACMA Has a Problem With Global Platforms
Australia already prohibits advertising for illegal online gambling services. ACMA has also warned that promoting online casino games through Facebook, Instagram and other social networks can breach the Interactive Gambling Act.
The difficulty comes from how an advertising breach is established. Under the current framework, ACMA must be satisfied that most people accessing the website carrying an advertisement are physically located in Australia. That threshold is difficult to meet when the service involved is a global platform with users spread across many countries.
The result is an awkward enforcement position. ACMA can identify illegal gambling promotion reaching Australians and seek its removal, but its ability to compel a company such as Meta is limited.
New Powers Could Reach the Ad Earlier
The Interactive Gambling Amendment (Gambling Reform) Bill 2026 would give the regulator another route. The legislation includes stronger measures against illegal offshore gambling and is scheduled to bring most of its main changes into effect from January 1, 2027 if passed.
The proposal would allow action against illegal gambling advertising on online services. It also extends enforcement further along the supply chain, including measures involving internet access and payments to illegal operators.
The bill was introduced on July 2 and referred to the Senate Environment and Communications Legislation Committee, with August 17 set as the reporting date.
Spoof Brands Make Takedowns Harder
The brand impersonation adds another problem. An Australian user may see a familiar casino name in an ad, while the destination is an unrelated offshore operator. Crown and The Star have said they monitor misuse of their brands and seek removal of spoof sites. Meta said accounts connected to the impersonation activity were disabled.
Blocking the casino at the end of that chain can come too late. Another domain or advertising account can replace it. Giving ACMA a direct route to the promotion itself could close the gap earlier, before an Australian user reaches the deposit page.