MELBOURNE, Australia — Social media influencers who promote gambling content may be breaking Victorian law and exposing young people to significant harm, Victorian Gambling and Casino Control Commission CEO Suzy Neilan said Friday.
Neilan said influencers who flaunt cash, celebrate large wins or portray gambling as a glamorous lifestyle are shaping attitudes in ways that obscure the real risks associated with poker machines and sports betting apps.
“When influencers fan out wads of cash and celebrate winning thousands of dollars, they’re not only sharing content, but they’re also shaping perceptions and attitudes towards gambling and downplaying the very real risk of harm that comes with it,” she said. “We’re not seeing the reality of gambling represented on social media.”
In response, the VGCCC is launching a targeted social media campaign to warn influencers about the potential harms of gambling and the legal consequences of promoting poker machines online.
Under Victoria’s Gambling Regulation Act 2003, advertising or promoting poker machines is prohibited. The commission said that posting venue visits, gameplay footage or “big win” videos can constitute illegal gambling advertising. The VGCCC has begun monitoring such content and is considering regulatory and legal action against accounts that breach the law.
Neilan said influencers often hold strong sway over young adults aged 18 to 24, making the risks more acute. “Through these posts, young people are led to believe gambling doesn’t carry risk and pick up gambling without understanding the potential for harm,” she said.
Victorians lost $3.14 billion on gambling last financial year — a figure Neilan noted is rarely mentioned in influencer content.
Australian research has found that gambling-related posts on social media normalize betting among young people, blur the line between entertainment and advertising, and reduce perceptions of harm. That normalization, researchers say, is linked to riskier gambling behavior once young people begin visiting venues or using betting apps.
Individuals found to have committed a criminal offense under the Act could face fines of up to $24,421.
The law also prohibits poker machine advertising outside designated gaming areas. The VGCCC urged licensed venues to avoid promoting gaming machines and to enforce clear rules, including bans on filming inside gaming rooms.
“People should not be filming content inside venues, and some venues have already imposed a ‘no filming’ condition in their gaming rooms,” Neilan said. “It is our expectation that other venue operators follow suit.”
