NSW scrutinizes gambling influencer advertising in 2026

"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. Gambling operators should be careful about any affiliate or partnership arrangements as we are holding them responsible for the advertising of their products."

"The things we are targeting include paid and unpaid promotional partnerships with wagering operators and gaming machine operators, influencer content that normalises betting behaviour or glamorises gaming products, and in particular, the use of platforms, including podcasts, with large youth or vulnerable audiences."

Liquor & Gaming NSW is increasing oversight of gambling operators' use of social media influencers and content creators to promote betting services and gaming machines. The regulator emphasizes that gambling companies remain fully responsible for how their products are advertised through third-party influencers, regardless of partnership arrangements. Key enforcement targets include paid and unpaid promotional partnerships, content that normalizes betting behavior or glamorizes gaming products, and influencer campaigns targeting youth or vulnerable audiences. Officials warn operators to carefully evaluate their influencer marketing strategies and affiliate arrangements, as the surge in such partnerships has prompted regulators to make monitoring these promotions a central priority throughout 2026.

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