Victoria regulator considers legal action against influencers over gambling content

The Victorian Gambling and Casino Control Commission (VGCCC) is monitoring social media influencers who post gambling-related content and is considering regulatory and legal action if the material is found to breach the state's gambling advertising laws.

The regulator is assessing whether posts featuring poker machine gameplay, venue visits or gambling wins could constitute illegal gambling advertising under Victoria's Gambling Regulation Act 2003, which prohibits the promotion and advertising of poker machines.

The VGCCC said influencers promoting gambling may be exposing Victorians to harm while also risking legal consequences.

"When influencers fan out wads of cash and celebrate winning thousands of dollars, they're not only sharing content, but they're also shaping perceptions and attitudes towards gambling and downplaying the very real risk of harm that comes with it," VGCCC Chief Executive Officer Suzy Neilan said.

The regulator said individuals found to have committed a criminal offence could face fines of up to AU$24,421 ($15,800).

"Gambling products, particularly poker machines and sports betting apps, can carry high risks of harm to people who gamble, and we're not seeing that reality represented on social media," Neilan said.

The VGCCC has revealed it will launch a targeted social media campaign aimed at informing influencers about the potential harms associated with gambling promotion and the legal risks of posting poker machine-related content.

Neilan said the regulator is aware of influencers and other social media accounts portraying gambling as harmless entertainment, a lifestyle or a source of easy money, particularly among younger audiences.

"Many influencers have significant sway with their audiences and are regarded as aspirational figures among young adults aged 18 to 24," Neilan said. "Through these posts, young people are led to believe gambling doesn't carry risk and pick up gambling without understanding the potential for harm."

The regulator cited research by the Victorian Responsible Gambling Foundation and the University of Sydney indicating that gambling content on social media contributes to the normalisation of gambling among young people.

The VGCCC also pointed to player losses on poker machines in Victoria, which totalled AU$3.14 billion ($2.2 billion) in the last financial year.

In addition to scrutinising influencer content, the VGCCC said licensed gaming venues should maintain clear conditions of entry and prevent the promotion of poker machines outside designated gaming areas.

Gaming venues are not permitted to advertise poker machines outside their gaming areas, the VGCCC said, adding that some venues have already introduced restrictions on filming inside gaming rooms.

"People should not be filming content inside venues, and some venues have already imposed a 'no filming' condition in their gaming rooms," Neilan said. "It is our expectation that other venue operators follow suit."