Victoria’s gambling regulator is reviewing whether social media influencers are breaching gambling advertising laws by promoting gambling content online. The Victorian Gambling and Casino Control Commission has warned that influencers promoting gambling could face legal risk if their posts amount to illegal advertising. The warning puts social media creators under more scrutiny as gambling promotion moves across TikTok, Instagram, YouTube and other platforms.
Influencer posts face legal review
The VGCCC is examining whether influencer gambling posts breach rules that restrict gambling promotion in Victoria. The regulator is looking at content that encourages gambling, shows gambling wins or directs followers toward gambling products.
The issue is not limited to licensed operators. Influencers, affiliate-style promoters and content creators can also face scrutiny if their posts are treated as gambling advertising.
The regulator is exploring legal and regulatory options where content appears to break the law. That could include action against people or businesses involved in creating and distributing illegal gambling promotions.
Poker machine content is a focus
The regulator’s warning also covers content linked to poker machines. Posts showing gaming machine play, wins or venue-linked promotion can raise legal questions if they encourage gambling. Victoria has strict controls around gambling advertising and player protection. Poker machines are one of the state’s most sensitive gambling products because of their links to harm and venue losses.
Social media content can expose younger audiences and vulnerable users to gambling messages outside traditional advertising channels. Influencer content can be harder to monitor than standard operator ads.
Other states are also watching influencers
Victoria is not the only Australian jurisdiction looking at gambling influencers. Liquor & Gaming NSW has already named social media influencers as a regulatory priority for 2026.
NSW authorities have warned operators that using influencers to promote gambling products can create compliance risk. The focus covers paid content, affiliate links, inducements and posts that may not clearly appear as advertising. That wider attention shows regulators are treating influencer marketing as part of gambling advertising, not a separate category.
Platforms may face more reporting pressure
Social media platforms already play a role in removing illegal gambling ads, but influencer content can be harder to detect. It may appear as entertainment, personal opinion or livestreamed gambling rather than a formal paid advert.
The VGCCC’s review could lead to stronger expectations for platforms, operators and creators. Future enforcement may focus on whether gambling content is paid, whether it includes inducements and whether it reaches people who should not be targeted.
