Australia Probes Influencers Over Illegal Gambling Promotions

Dr. Annelies De Vos · 2026-03-30

Australia's regulators are cracking down hard, and this time, social media influencers are in the crosshairs. The Australian Communications and Media Authority (ACMA) has confirmed it's actively investigating multiple influencers for potentially breaking the law. It's a serious move that's got the entire digital marketing world paying attention. ### The Influencers Under Scrutiny On Monday, the Daily Telegraph Sydney confirmed the ACMA's investigation into several influencers. They're accused of promoting online gambling sites that are completely banned in Australia. The newspaper named two specific figures: OnlyFans creator Emily Webb and former rugby league player Jordan Simi. Simi allegedly promoted banned gambling sites on his Instagram and even hosted a gambling livestream on Twitch. Webb, meanwhile, promoted the online slots site RollXO. Both platforms have now been blocked by Australian internet service providers following the media inquiry. It's a swift response that shows regulators aren't messing around.  ### The Crypto Gambling Angle Then there's Rainbet, a crypto gambling site that's facing intense scrutiny. Despite being banned in Australia, reports suggest the site continues aggressive promotion through influencers. What's interesting is that their blacklist status might actually be fueling more aggressive marketing in restricted regions. The ACMA noted that Rainbet had measures to prevent Australians from using its platform. But the influencer strategy itself is raising major ethical questions. When promotion blends into lifestyle content, it creates a whole different kind of problem. ### Why This Matters for Influencers Here's what every influencer needs to understand about the Australian market: - Promoting illegal gambling ads can lead to fines up to $41,700 - Facilitating access to blacklisted sites (like posting links) can result in penalties up to $1.68 million - The ACMA has already removed 1,564 illegal gambling and affiliate websites from the Australian market - Another 220 illegal services have been forced to exit An ACMA spokesperson noted that once influencers understood these risks, many proactively removed their posts. That's the smart move when you're dealing with penalties that could bankrupt most content creators. ### The Ethical Dilemma of Lifestyle Marketing This situation highlights a growing concern in influencer marketing. As one Sydney performance agency strategy chief put it: "When you see Drake gambling on stream with Adin Ross, it's not like, 'Hey, I'm promoting a brand.' It's like, 'Hey, look, I'm having so much fun. Come into my world. This is really awesome.'" That's the core issue. It's not traditional advertising—it's lifestyle integration. And that makes it more persuasive and potentially more dangerous. The line between personal content and paid promotion gets dangerously blurry. ### What Happens Next The ACMA isn't just investigating—they're actively engaging with influencers through compliance alerts. They're warning about the risks and consequences of promoting illegal gambling sites. It's part of a broader crackdown that's seen significant results already. For influencers operating in or targeting Australia, the message is clear: know the gambling laws, understand what sites are banned, and think twice before promoting any gambling content. The financial and legal risks are simply too high to ignore. This crackdown represents a turning point in how regulators view influencer marketing. It's no longer just about disclosure—it's about the actual content being promoted and whether it violates national laws. As the digital landscape evolves, so do the rules, and influencers need to stay several steps ahead to avoid becoming the next cautionary tale.