Date: March 5, 2026
Category: Regulation & Compliance
Summary:
Liquor & Gaming NSW (L&GNSW) has issued a stark warning to gambling operators, declaring that the regulation of social media influencers is a top priority for 2026. The regulatory body is intensifying its scrutiny of online wagering and gaming machine advertising, including social media posts, to ensure compliance with New South Wales laws. Deputy Secretary Tarek Barakat emphasized that businesses, including online bookmakers and gaming machine operators, must understand their legal responsibilities regarding influencer marketing. The crackdown targets paid and unpaid promotional partnerships that normalize betting behavior or glamorize gaming products, particularly on platforms with large youth or vulnerable audiences. L&GNSW will require content creators to demonstrate compliance, with potential fines of up to $11,000 for individuals and $110,000 for companies for breaches of the Betting & Racing Act. The move aims to reduce gambling harm by preventing the blurring of lines between entertainment and marketing .
Key Quote:
“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.” — Tarek Barakat, Deputy Secretary, L&GNSW
