NSW Targets Gambling Influencers as Operators Face AU$110,000 Fines
Liquor & Gaming NSW has named influencer marketing a key enforcement priority for 2026. The message to operators is simple: they are responsible for what their social media partners publish.
The regulator issued a formal notice this week covering both paid and unpaid influencer arrangements. Content that normalises betting or reaches large youth audiences falls within scope. Podcasts are included too.
Tarek Barakat, Hospitality and Racing Deputy Secretary, was direct on where liability sits. “Gambling operators should be careful about any affiliate or partnership arrangements as we are holding them responsible for the advertising of their products,” he said.
Under the Betting & Racing Act 1998 (NSW), operators face fines of up to AU$110,000. Individual influencers risk penalties of up to AU$11,000. The Act prohibits content that offers inducements to gamble or makes false claims about winning outcomes. Presenting gambling as a source of financial gain is also banned.
Barakat pointed to the harm risk when entertainment and marketing blur. “These practices may increase the risk of gambling harm by exposing at-risk groups to persuasive promotional content,” he said. The regulator will require content creators to demonstrate legal compliance and will coordinate with other agencies where needed.
Broader 2026 Priorities
The influencer crackdown is one part of a wider 2026 agenda. Barakat confirmed the regulator will also examine operator advertising, casino governance, VIP programmes, and account closure barriers for players.
National pressure on gambling advertising is building in parallel. The “Give us an ad break” campaign, run by FARE, has secured backing from more than 130 organisations and public health leaders. It targets gambling ads on TV, radio, and broadcast media.
TGJ Take
Operators own the compliance risk for every post their partners publish. That means every affiliate and influencer contract in Australia needs a legal review before enforcement begins. The FARE campaign has 130+ organisations behind it, and federal legislation is its stated goal. When that passes, the NSW framework becomes the national floor for every market in Australia. Operators without written contractual controls over their partners will face the first fines.
