Tabcorp's $1.9M Fine Reveals a Costly Marketing Mistake

Dr. Annelies De Vos · 2026-07-22

Tabcorp Holdings Limited has paid more than $1.9 million after Australia's communications regulator discovered serious breaches of telemarketing and spam laws. The Australian Communications and Media Authority (ACMA) examined Tabcorp's contact with customers over a period stretching from February 2024 to June 2025. Its findings included 351 telemarketing calls made to VIP customers whose numbers appeared on the Do Not Call Register and who had not provided the necessary consent. This is a big deal, especially for a company that should know better. ### What Actually Happened? ACMA's investigation found that Tabcorp made unauthorized calls and sent marketing messages without proper consent. The company contacted VIP customers who had explicitly registered their numbers on the Do Not Call Register. These weren't random cold calls, but targeted outreach to high-value players, which makes the breach even more concerning. Tabcorp also sent marketing emails and SMS messages without ensuring recipients had opted in. Here's a quick breakdown of the violations: - 351 telemarketing calls to numbers on the Do Not Call Register - Marketing messages sent without proper consent - Failure to maintain accurate records of customer preferences - Inadequate systems for checking consent before contacting customers ### Why This Matters for the Industry This case sends a clear message to operators worldwide: regulatory compliance isn't optional. The penalties for breaking spam and telemarketing laws can be severe, and authorities are watching closely. For US-based professionals in the online casino space, this serves as a reminder that similar rules exist under the Telephone Consumer Protection Act (TCPA) and CAN-SPAM Act. Breaking those laws can lead to fines of up to $1,500 per violation, which adds up fast. > "Companies need to take their obligations seriously," said ACMA Chair Nerida O'Loughlin. "We will not hesitate to take action when we see breaches of the spam and telemarketing rules." ### Lessons for Marketing Teams The Tabcorp case highlights a few critical takeaways for anyone involved in customer outreach. First, always verify consent before making calls or sending messages. It sounds simple, but many companies rely on outdated lists or assume consent carries over from other interactions. Second, invest in robust systems that track customer preferences and automatically block contacts who have opted out. Third, train your teams regularly on compliance requirements, especially when targeting VIP or high-value segments. ### What Happens Next Tabcorp has agreed to pay the $1.9 million penalty and will implement changes to its marketing practices. The company will also undergo an independent review of its compliance systems. For the industry, this case is a wake-up call that regulators are getting more aggressive. If you're running marketing campaigns in the US or any other regulated market, now is the time to audit your processes and ensure you're not making the same mistake. In the end, this isn't just about avoiding fines. It's about building trust with your customers. When people feel respected and in control of their communication preferences, they're more likely to engage with your brand. Tabcorp's mistake was costly, but it doesn't have to be yours.