ACMA warns MMA fighter in first crackdown on gambling influencers

Amid a looming federal crackdown on influencers promoting betting services, the Australian Communications and Media Authority has issued its first action against a sporting identity for breaches of Australia’s online gambling laws.

Mixed martial arts fighter Jamie Mullarkey was found to have promoted an illegal offshore gambling service in sponsored posts on his Instagram account, which included links to the site and associated promotional hashtags in 2025.

Mullarkey, who has around 28,000 Instagram followers, breached Australian online gambling rules that govern illegal gambling operators.

While he could have been fined up to $59,400 for promoting or publicising illegal online gambling services, and up to almost $2.5 million for providing hyperlinks or directing users to those services, he was instead given a formal warning.

While there were no financial penalties, ACMA member Carolyn Lidgerwood said the enforcement action puts social media influencers and their agents on notice.

“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.

“This is the first enforcement action we have taken against an influencer for breaching online gambling rules, and it should serve as a warning to others.

“In this case the ACMA issued a formal warning considering the specific circumstances of the matter. This included that Mr Mullarkey ended the sponsorship arrangement promptly, cooperated with the investigation and quickly removed the material. Mr Mullarkey also accepted responsibility for his conduct and expressed genuine remorse.

“However, all influencers need to be aware that promoting illegal online gambling sites is against the law and can result in significant penalties.”

ACMA’s powers are set to be increased under the legislative changes being progressed through federal parliament.

The revised Interactive Gambling Act would make it illegal for social media influencers of any size to promote any gambling service, whether legal or illegal.

ACMA has already said it is gearing up for the likely implementation of the new advertising laws from January 1 next year.

“The ACMA will use its full suite of regulatory tools, including these substantial civil penalties, where influencers promote or facilitate access to illegal gambling services,” Lidgerwood said.

The illegal gambling market in Australia has been estimated to be worth $3.6 billion a year, growing to $5 billion by 2029.