Social media influencers in the sights of gambling regulator

Social media influencers promoting gambling will be a core regulatory focus for 2026, with a NSW regulator warning operators they will be held responsible for content shared by online personalities.

Liquor & Gaming NSW (L&GNSW), responsible for monitoring online wagering and gaming machine advertising visible to the NSW community, says it will scrutinise social media posts to ensure compliance with state laws.

Hospitality and Racing deputy secretary Tarek Barakat said the rise of influencers promoting gambling means businesses, including online bookmakers and gaming machine operators, must understand their legal responsibilities.

“We are putting gambling operators on notice that a key priority for us this year is examining their marketing and customer retention practices, including the use of social media personalities,” he said.

He warned operators to be cautious with affiliate or partnership arrangements, emphasising that companies are responsible for advertising their products regardless of who produces the content.

L&GNSW is targeting both paid and unpaid promotional partnerships, influencer content that normalises betting or glamorises gaming products, and the use of platforms, such as podcasts, with large youth or vulnerable audiences.

“These practices may increase the risk of gambling harm by blurring the line between entertainment and marketing, and by exposing at-risk groups to persuasive promotional content,” Barakat said.

The regulator will require social media content creators to demonstrate that their social media and website material complies with legal requirements.

L&GNSW also works with other responsible agencies to ensure adherence to the law and to minimise gambling harm.

Beyond influencer marketing, other 2026 priorities include examining barriers to closing gambling accounts, VIP or loyalty programs, and direct advertising used by casinos and gaming venues.

Casino governance and integrity is also a priority, along with addressing alcohol-related harm hotspots where rates of alcohol-related crime are increasing.

By publishing its annual regulatory priorities, L&GNSW aims to alert the industry to key issues and encourage operators to adjust or cease practices that could raise concerns.

The 2026–28 Hospitality and Racing Strategy provides detailed guidance for industry compliance and highlights areas where operators should exercise caution.

Operators are advised that failure to comply could result in enforcement action, including penalties or licence reviews, if regulatory standards are breached.