- Published:
- Tuesday 2 June 2026 at 1:00 pm
Social media influencers who promote gambling are not only exposing Victorians to harm – they could be breaking the law, the Victorian Gambling and Casino Control Commission (VGCCC) CEO Suzy Neilan said.
‘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.
‘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,’ Ms Neilan said.
In response, the VGCCC will be making influencers aware of the potential harm gambling can cause, and the legal risks they face by promoting poker machines on their channels through a targeted social media campaign.
Under the Gambling Regulation Act 2003 (the Act), the promotion and advertising of poker machines is prohibited. Posting content of poker machines – such as venue visits, gameplay or ‘wins’ content, can be constituted as illegal gambling advertising in Victoria.
The VGCCC is now monitoring this type of social media content and considering regulatory and legal avenues to cease activity that breaches Victoria’s gambling laws.
‘We are aware of influencers and other social media accounts posting content portraying gambling as harmless fun, a lifestyle, or a source of easy money. Many influencers have significant sway with their audiences and are regarded as aspirational figures among young adults aged 18–24.
‘Through these posts, young people are led to believe gambling doesn’t carry risk and pick-up gambling without understanding the potential for harm,’ Ms Neilan said.
Last financial year, player loss in Victoria totalled $3.14 billion – a figure rarely cited by influencers.
Australian research1&2 has found that gambling content on social media contributes to the normalisation of gambling among young people. Social media influencers can blur the line between advertising and entertainment, increasing trust in gambling and lowering perceptions of harm. This normalisation is linked to riskier gambling practices, especially once young people start visiting venues to gamble or accessing apps.
If a criminal offence is substantiated, an individual could face fines up to $24,421.
Advertising of poker machines outside of the gaming area is also prohibited by the Act. Licensed gambling venues are encouraged to not advertise or promote gaming machines and to set clear conditions of entry, including prohibiting filming in their premises.
‘People should not be filming content inside venues, and some venues have already imposed a ‘no filming’ condition in their gaming rooms. It is our expectation that other venue operators follow suit,’ Ms Neilan said.
VGCCC Social Media accounts: Instagram Facebook LinkedIn
Additional information:
People with concerns about a gambling provider’s behaviour can also lodge a complaint or tip-off via the VGCCC website or call 1300 599 759.
Anyone negatively affected by their own or someone else’s gambling is encouraged to call the 24/7 Gambler’s Helpline on 1800 858 858 for free and confidential support.
References:
1 Pitt, H., McCarthy, S., Rintoul, A. & Thomas, S. (2022; updated reporting 2023–25). The receptivity of young people to gambling marketing strategies on social media platforms. Victorian Responsible Gambling Foundation, Melbourne.
2 Johnson, M. et al. (2025). Influencer gambling is on the rise: Impact of gambling livestreams. University of Sydney, Game and Play Lab. Published 2 April 2025.
Updated