The authorities announced their intention to look into both paid and unpaid partnerships between gambling operators and content creators. Their argument is that influencer promotions can blur the boundaries between entertainment and advertising. Additionally, in their view, promotional materials may feature wagering products in a lifestyle context that normalises betting activities.
Hospitality and racing deputy secretary Tarek Barakat stated that the regulator is concerned about messaging that glamorises gambling or embeds promotional references within everyday content. According to him, operators and creators should ensure that promo materials posted on social media sites comply with existing advertising requirements. Where necessary, L&GNSW will work with other agencies to address any breaches and minimize the risk of gambling harm.
Platforms With Younger Audiences Under Review
The regulator’s focus will not be limited to traditional influencer marketing. The scope of that review will also cover content like podcasts and social media channels, especially those popular among young audiences.
According to officials, these channels can boost the reach of promotional messages, since they often use personal narratives and trusted voices rather than traditional forms of advertising. As a result, it’s getting more difficult for the audience to spot the difference between editorial and marketing content.
The regulator said that creators who have published materials related to gambling may be asked to prove how their content complies with the law. That could include requirements around disclosure, responsible messaging, and avoiding certain audiences.
Wider Enforcement Priorities for 2026
Tighter control over social media promotions is part of a wider set of areas that the Liquor and Gaming NSW has identified as regulatory priorities. Other sectors within the regulator’s focus include:
- The barriers to account closure;
- VIP schemes that often relate to high-value players;
- Direct marketing by casinos and gaming venues (including customer acquisition campaigns).
The regulator has also confirmed that casino governance and integrity would be one of the key areas to be monitored. These checks come after several years of regulatory tightening in Australia’s gambling sector after investigations into compliance failures at major casinos.
A Sign of Where Advertising Rules May Go Next
The move appears to be part of a broader regulatory trend in markets where authorities are shifting attention to digital promotion methods. Traditional advertising rules are mostly designed with broadcast or print media in mind, but influencer content sits in a somewhat ambiguous space.
For operators, the message from New South Wales is that marketing partnerships will receive closer examination, especially where large or younger audiences are involved. As regulators across jurisdictions reassess the impact of online promos, the NSW case may offer an early indication of how gambling advertising standards evolve.
