Influencer Gambling Promotion Just Got Its First Formal Warning in Australia

Influencer gambling promotion in Australia crossed a legal line for the first time this month. The Australian Communications and Media Authority (ACMA) issued its first-ever formal warning to a social media personality over gambling promotion. MMA fighter Jamie Mullarkey received the warning on 7 July 2026.

He’d promoted an offshore casino called Leon through sponsored Instagram posts in 2025. Mullarkey’s posts included a direct link to Leon and promotional hashtags tied to the sponsorship. The Interactive Gambling Act 2001 bans this kind of promotion outright.

For players, the case sends a clear signal. An influencer’s endorsement says nothing about whether a casino is safe or legal to use.

Quick Summary: What Happened with Jamie Mullarkey

Here’s the core of the influencer gambling case in one place.

• ACMA’s first-ever influencer gambling warning went to MMA fighter Jamie Mullarkey.
• He promoted the offshore casino Leon through sponsored Instagram posts in 2025.
• Individuals face fines up to $59,400 for promoting illegal gambling services.
• Enabling access to illegal operators carries fines up to $2,475,000.
• ACMA also warned six offshore casino operators the same week.

What Counts as Illegal Influencer Gambling Promotion

The Interactive Gambling Act 2001 (IGA) is the law behind this case. It targets promotion, not just gambling itself.

Promoting an unlicensed gambling service breaks the IGA, regardless of the format. This covers sponsored posts, livestreams, and even a simple bio link. Hashtag campaigns count too, if they point followers toward an unlicensed operator.

Giveaways tied to an illegal gambling site fall under the same ban. Because of this, the IGA targets the promotion itself, not just the underlying gambling activity.

How This Influencer Gambling Case Unfolded

Mullarkey’s case shows exactly how ACMA builds one of these actions.

In 2025, Mullarkey entered a sponsorship deal with Leon, a Curaçao-based operator. He posted sponsored content on Instagram, including a direct link to Leon’s site. His bio also referenced the sponsorship arrangement.

ACMA’s investigation found this breached the IGA’s promotion rules. Mullarkey ended the sponsorship, cooperated with the investigation, and removed the material. ACMA member Carolyn Lidgerwood said this response shaped the outcome.

As a result, ACMA issued a formal warning instead of pursuing a larger penalty. Lidgerwood was clear that future breaches, by Mullarkey or anyone else, could trigger harsher action.

Individuals who promote illegal gambling services face fines up to $59,400. Anyone who enables access, including through hyperlinks, risks fines up to $2,475,000.

What This Looks Like in Practice

It helps to see the contrast between an influencer’s post and a properly reviewed casino.

Picture an Instagram story with a bonus code and a direct link to an unfamiliar casino. There’s no licence number and no complaint process to fall back on. Compare that with a casino profiled on a comparison site, where the licence check already happened.

That kind of listing details the regulator, the withdrawal caps, and how disputes get resolved. The difference isn’t the size of the bonus. It’s whether anyone has actually verified the operator behind it.

The Myth This Case Debunks

Many players still assume an influencer wouldn’t promote something unsafe.

That assumption doesn’t hold up. Mullarkey’s case proves an endorsement carries no legal or safety guarantee. In the same week, ACMA issued formal warnings to six separate offshore operators.

Two of them, NovaForge Limited and Metlait SRL, were both based in Anjouan. Each was found offering casino games or in-play betting to Australian players without a licence. None of that history shows up in a sponsored Instagram post.

How to Spot a Legitimate Online Casino

Checking an operator properly takes a few minutes and beats trusting a social media post. Start by finding the licence number.

Confirm it directly on the regulator’s own site, rather than trusting a badge in the footer. Reviewed casinos on our casino reviews page list this detail alongside verified payout speeds and complaint routes.

Next, avoid signing up through an unsolicited social media link, no matter how good the bonus looks. Our gambling laws guide explains what operators are and aren’t allowed to do under the IGA. The responsible gambling tools available are worth checking too, before diving in.

The Bottom Line on Influencer Gambling Promotion

Regulatory attention on influencer gambling promotion is only getting sharper. Mullarkey had already ended the sponsorship and pulled the posts down before ACMA’s warning even landed, though. That’s the real gap here: enforcement caught up after the fact, not before players ever saw the ads.

So the safest approach for players stays simple. Checking the licence, reading the reviews, and skipping any casino that only appears in a sponsored post covers the basics.

Influencer Gambling FAQs

Is influencer gambling promotion illegal in Australia?

Yes, if the operator being promoted isn’t licensed to offer gambling services in Australia. The Interactive Gambling Act 2001 bans sponsored posts, hyperlinks, and giveaways tied to unlicensed casinos. Individuals who breach this face fines up to $59,400, while anyone enabling access risks fines up to $2,475,000.

How do I know if an online casino is legally allowed to serve Australian players?

Check the licence number listed in the casino’s footer. Verify it directly on the regulator’s own register, rather than trusting the badge alone. Reviewed operators on comparison guides usually have this detail already checked, since we verify the licence ourselves before listing anything. If a casino only shows up through a sponsored social media post, treat that as a warning sign. It’s not proof of legitimacy.

Is ACMA going to come after me for gambling at an offshore casino?

No. ACMA’s enforcement targets promoters and operators, not individual players. The Interactive Gambling Act 2001 doesn’t penalise anyone for using an offshore casino, and that hasn’t changed with this case. The risk sits with whoever promotes or profits from the sponsorship, not the person who clicks the link.

What happens if I’ve already deposited money at an offshore casino promoted by an influencer?

Nothing happens automatically. ACMA’s action doesn’t freeze accounts or funds tied to the casino. It confirms the operator sits outside Australian consumer protections. That means no formal dispute route exists if a withdrawal or bonus issue comes up. Treat any balance there as higher risk than usual.

18+ | Gamble Responsibly. Visit Gambling Help Online or call 1800 858 858 for free, confidential support. You can also register with BetStop, Australia’s national self-exclusion register.

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