Liquor & Gaming NSW sent a strong signal to betting operators on March 4th by announcing its 2026 regulatory priorities.
Social media influencers are now at the top of the agency’s watch list, reflecting a shift in how online gambling promotions are monitored in Australia.
Deputy Secretary Tarek Barakat emphasized that operators are fully responsible for their brand marketing, even when third-party personalities run promotions. Companies cannot rely on independent influencers to skirt strict advertising laws. Both paid and unpaid partnerships will be examined throughout the year.
Affiliate Deals and Youth-Focused Platforms Under Scrutiny
Affiliate deals and sponsored content are under particular scrutiny. Operators must ensure partners do not portray gambling as a glamorous or “normal” lifestyle. Promotions that combine advertising with entertainment will also be reviewed. Content creators are now required to show compliance with state laws in all posts.
Authorities voiced concerns about platforms with large youth audiences. Podcasts and social media popular among younger users often carry persuasive betting messages, increasing the risk of gambling harm among vulnerable groups. Compliance teams are now expected to check influencer demographics, with partnerships reaching high numbers of minors likely breaching new standards. Operators are advised to update their marketing strategies now to avoid penalties.
Broader 2026 Reforms Include Account Closures and Casino Oversight
Influencer marketing is just one focus. Liquor & Gaming NSW also plans reforms in other areas, including making self-exclusion easier so customers can close accounts without obstacles, ensuring VIP and loyalty programs do not encourage excessive gambling, and improving transparency and honesty in major casino operations. The regulator will also monitor direct advertising aimed at nearby communities and address alcohol-related safety concerns during major events and in high-risk areas.
Publishing these priorities gives operators a clear warning to improve internal processes proactively. Companies are expected to review influencer contracts and audit account closure systems to meet new expectations.
The 2026 landscape demands full transparency in the gambling sector. As social media evolves, New South Wales is setting the pace, and global regulators are likely to follow.
