ACMA Warns AFL Players Over Illegal Gambling Promotions

The Australian Communications and Media Authority (ACMA) has cautioned Australian Football League (AFL) players against promoting illegal online gambling services. This action is part of the regulator’s increased enforcement against influencers advertising unlicensed platforms in Australia.

What Happened

The Australian Communications and Media Authority (ACMA) has issued warnings to Australian Football League (AFL) players regarding their involvement in promoting online gambling services described by the regulator as illegal. This initiative reflects a stricter stance by ACMA on influencers, including prominent sports figures, who may be advertising unauthorized gambling platforms to Australian audiences, according to GamblingNews.

ACMA specifically identified former AFL players Mitch Robinson and Rhys Mathieson, noting their engagement with online gambling services prohibited in the Australian market. These services reportedly lacked the necessary licenses to operate within the country, with some activities, such as online casinos, being entirely banned locally. Following contact from ACMA, both Robinson and Mathieson acknowledged their actions, ceased their involvement with the identified service (Vegastars), and removed all promotional content. As a result, ACMA issued formal warnings to them to ensure future compliance with the law.

Carolyn Lidgerwood, an ACMA member, highlighted that illegal gambling services pose significant financial risks to individuals and families. She emphasized that promoting such services is unlawful and that the regulator is intensifying efforts to counter these advertising practices and partnerships. She further noted that social media influencers must adhere to existing gaming regulations, or they may face enforcement actions, which currently primarily involve fines, GamblingNews reported.

Key Details

• ACMA specifically warned former AFL players Mitch Robinson and Rhys Mathieson for promoting unauthorized online gambling services, according to GamblingNews.
• The regulator stated that these services were operating without the required licenses in Australia, with online casino activities being completely prohibited locally.
• Following ACMA’s intervention, Robinson and Mathieson accepted responsibility, terminated their association with Vegastars, and removed all promotional material, receiving formal warnings for future compliance.
• New advertising rules for social media influencers and gambling are scheduled to take effect on January 1, 2027.

Why It Matters

ACMA’s actions underscore a broader regulatory effort to curb the proliferation of illegal online gambling services within Australia. By targeting prominent figures like former AFL players, the regulator aims to limit the reach of unlicensed operators who often leverage influencers for market penetration. This approach signifies an evolving landscape for content creators and public figures, who are now under increased scrutiny regarding their promotional activities related to regulated industries.

The warnings serve as a precedent, indicating that even individuals with significant public platforms are not exempt from legal obligations concerning gambling advertisements. This heightened enforcement could lead to greater caution among influencers and platforms when considering partnerships with gambling entities, particularly as new advertising rules are anticipated in early 2027. The regulator’s focus on compliance aims to mitigate financial harm to consumers, according to statements by ACMA member Carolyn Lidgerwood.

What’s Next

ACMA expects new advertising rules pertaining to social media influencers and gambling to commence on January 1, 2027. This regulatory update suggests an ongoing commitment by the authority to further define and enforce guidelines for online promotions of gambling services.

Originally reported by GamblingNews·Published 22 Oct 2026, 08:19