One of ACMA’s Largest Penalties Targets Unsolicited Messages to High-Value Clients
Betfair, a leading sports betting operator, has been fined AUD 871,660 (USD $563,650) by the Australian Communications and Media Authority (ACMA) for breaching marketing regulations through unsolicited promotional messages sent to VIP customers.
Violations Involving VIP Marketing
ACMA’s investigation revealed that in 2024, Betfair sent 148 promotional emails and text messages to users who had either withdrawn consent or had not opted in to receive marketing communications. Notably, six of the messages lacked an unsubscribe option, violating consumer protection standards.
“Just because someone is part of a VIP program doesn’t mean they’re wealthy or can afford to gamble,” said Samantha Yorke, ACMA Member.
“These messages were incredibly irresponsible and non-compliant.”
Regulatory Response and Penalty
The fine represents one of the largest penalties ever issued by ACMA to a licensed operator. In addition to paying the full amount, Betfair must undergo an independent compliance review to address deficiencies identified during the investigation.
ACMA emphasized that responsible gambling standards must be upheld at all times, regardless of a customer’s VIP status.
Industry-Wide Crackdown
Betfair’s penalty follows a broader regulatory push by ACMA to curb spam marketing and illegal gambling activity:
- In June 2025, Tabcorp was fined AUD 4 million for similar violations involving unsolicited messages.
- ACMA continues to pursue unlicensed offshore casinos targeting Australian players, reinforcing its commitment to consumer protection.
While Betfair was recently cleared by the UK media watchdog over a separate advertising complaint, the Australian fine underscores the growing scrutiny around marketing practices in the gambling sector.
What This Means for Operators
This case serves as a warning to all licensed betting platforms:
- Ensure marketing messages are only sent to users with active consent
- Avoid sending promotions without clear unsubscribe options
- Regularly audit communication practices to maintain compliance
For more information on ACMA’s enforcement actions and consumer protection guidelines, visit acma.gov.au.
