Victoria Cracks Down on Gambling Influencers

Dr. Annelies De Vos · 2026-06-02

The Victorian Gambling and Casino Control Commission (VGCCC) has issued a warning to social media influencers who post content promoting gambling. They're making it clear that this kind of activity could harm Victorians and break state laws. VGCCC CEO Suzy Neilan didn't mince words. She pointed out that influencers who show off cash winnings or highlight big prizes on their channels are shaping how people see gambling. The problem is, they often downplay the real risks involved. Neilan stressed that poker machines and sports betting apps carry a high risk of harm. Yet, social media makes it all look too easy and glamorous. It's a dangerous mix that can lead to serious financial and personal problems for everyday people. ### Why Regulators Are Stepping In Gambling addiction is a real issue in Australia. According to recent stats, Australians lose more money per person to gambling than any other country in the world. That's a staggering $1,200 per adult each year in losses. Influencers have a huge reach, especially with younger audiences. When they post about winning big or hitting the jackpot, it creates a false sense of security. Followers might think gambling is a quick way to make money, when in reality, the odds are stacked against them. The VGCCC is worried that this kind of content normalizes risky behavior. It's not just about the individual influencer—it's about the ripple effect on the entire community. ### What the Law Says Under Victorian law, it's illegal to promote gambling in ways that are misleading or that target vulnerable people. The VGCCC has the power to fine or even take legal action against influencers who break these rules. Here's what they're specifically looking at: - Posting images or videos of cash winnings without clear warnings about risks - Highlighting big prizes without mentioning the high probability of losing - Using language that suggests gambling is a sure way to make money - Targeting young people or those who might be struggling with addiction Neilan emphasized that influencers have a responsibility to their followers. They need to be honest about the dangers, not just the highlights. ### What This Means for Influencers If you're an influencer in Victoria, or even if your content reaches Victorians, you need to be careful. The VGCCC is watching, and they're not afraid to take action. Some key takeaways for influencers: - Always include a warning about the risks of gambling in your posts - Never show cash winnings without context about the odds - Avoid language that makes gambling sound like a guaranteed win - Check your content against state laws before you post It's not just about avoiding fines—it's about doing the right thing. Your followers trust you, and that trust comes with responsibility. ### The Bigger Picture This crackdown is part of a larger trend. Governments around the world are getting tougher on gambling ads and influencer marketing. The United States has seen similar moves, with states like New York and California tightening rules around sports betting promotions. In Australia, the push is even stronger. The country has some of the highest gambling losses in the world, and regulators are desperate to turn things around. The VGCCC's warning is just one piece of that puzzle. For professionals in the United States who follow this space, it's a reminder that the landscape is shifting. What worked yesterday might get you in trouble tomorrow. Stay informed, stay compliant, and always put your audience's well-being first.