Liquor & Gaming NSW has placed gambling influencers and social media marketing firmly in its regulatory crosshairs for 2026.

The New South Wales watchdog issued a formal notice warning operators that influencer-led promotions visible to NSW residents will be closely examined for compliance with state law.

Operators “On Notice”

Hospitality and Racing Deputy Secretary Tarek Barakat confirmed that marketing and customer retention practices — including affiliate and influencer partnerships — will be a key enforcement priority this year.

According to Barakat, gambling operators will be held accountable for advertising conducted on their behalf, whether through paid or unpaid arrangements.

This includes:

  • Sponsored social media promotions
  • Affiliate marketing partnerships
  • Influencer-generated gambling content
  • Podcast and multimedia appearances

Focus on Youth and Vulnerable Audiences

The regulator signaled particular concern about content that:

  • Normalises betting behaviour
  • Glamorises gambling products
  • Reaches large youth or vulnerable audiences

Authorities argue that influencer marketing can blur the line between entertainment and advertising, potentially increasing gambling-related harm.

Liquor & Gaming NSW has indicated that content creators may be required to demonstrate that their digital content complies with legal requirements.

Legal Framework: Betting & Racing Act

Under the Betting and Racing Act 1998, inducements to gamble are prohibited in New South Wales.

The law also bans advertising that is:

  • False, misleading, or deceptive
  • Suggestive of guaranteed winnings
  • Framing gambling as a financial solution

Penalties can be significant:

  • Operators face fines of up to AU$110,000
  • Influencers can be fined up to AU$11,000

Notably, the rules extend beyond bonus promotions. Influencers filming themselves gambling at venues and sharing the content online could also be in breach of the legislation.

Broader 2026 Enforcement Priorities

Influencer oversight forms part of a wider regulatory agenda.

Liquor & Gaming NSW’s 2026 focus areas include:

  • Direct and indirect advertising practices
  • Casino governance and integrity controls
  • VIP and loyalty programs
  • Barriers faced by players attempting to close gambling accounts

The initiative comes amid growing national scrutiny of gambling advertising across Australia.

National Pressure Mounts

Public health advocates have intensified calls for reform. The “Give us an ad break” campaign, led by the Foundation for Alcohol Research and Education (FARE), has gained backing from more than 130 organisations and public health leaders.

The campaign urges the federal Labor government to curb the volume of gambling ads across television, radio, and broadcast media.

Should federal reforms materialise, gambling operators and affiliates may face a significantly reshaped marketing environment nationwide.

A Shifting Landscape for Affiliates

The renewed enforcement focus signals increasing regulatory risk for operators relying on influencer-driven acquisition strategies.

With social media engagement continuing to grow, compliance oversight appears set to intensify — forcing brands to reassess affiliate structures, content oversight, and marketing exposure within Australia.

Summary

Liquor & Gaming NSW has made influencer marketing a core regulatory priority for 2026, warning gambling operators that they will be held responsible for affiliate and social media advertising. Under the Betting and Racing Act 1998, inducements and misleading promotions are prohibited, with fines reaching AU$110,000 for operators and AU$11,000 for influencers. The move aligns with broader national pressure to tighten gambling advertising rules across Australia.