ACMA Cautions AFL Players to Refrain from Illegal Gambling Ads

The Australian Communications and Media Authority (ACMA) has cautioned Australian Football League (AFL) players to refrain from participating in the promotion of what the regulator has described as illegal online gambling services.

The remarks concern websites that do not have the legal right – in the form of a license – to operate in the country, with some activities, such as online casinos, completely banned locally. ACMA has singled out specific players, including Mitch Robinson and Rhys Mathieson, who have become online influencers in their post-football careers.

However, the players have engaged with online gambling services, which are prohibited in the market, and breached Australian online gambling rules. ACMA is effectively stepping up its efforts to limit the reach of such services and is taking a tougher stance on local individuals and prominent personalities, including current and former athletes who may be advertising these services.

Celebrities and influencers are usually offered significant payments by gambling platforms for just sharing social media messages and including referral links on their Internet social media pages.

ACMA member Carolyn Lidgerwood has said that the regulator is stepping up its efforts to push back against such advertising patterns and partnerships, and reminded that social media influencers must comply with current gaming laws.

“Illegal gambling services can cause significant financial harm to individuals and families, and influencers need to be aware that promoting these services is against the law,” Lidgerwood said.

She also detailed the case of Robinson and Mathieson, adding: “After the ACMA contacted Mr Robinson and Mr Mathieson about the conduct, they accepted responsibility and promptly ended their involvement with Vegastars and removed all promotional material. We have now issued each with a formal warning to ensure their future compliance with the law.”

More importantly, noted Lidgerwood, social media influencers – whether they are celebrities or just prominent platform members – must beware of promoting illegal gambling content or face enforcement action – which is mostly fines at this point. New advertising rules for social media influencers and gambling are also kicking in on January 1, 2027.