Probes in process
The Australian Communications and Media Authority (ACMA) has confirmed it is actively investigating multiple social media influencers “in relation to potential breaches of the law.”
promoted online gambling sites banned in Australia
On Monday, the Daily Telegraph Sydney confirmed the ACMA’s investigation into a number of influencers who have allegedly promoted online gambling sites banned in Australia.
The Sydney daily identified two influencers, OnlyFans content creator Emily Webb and ex-rugby league player Jordan Simi, that had recently promoted banned online gambling sites on their Instagram, with the latter also said to have promoted a Twitch gambling livestream.
In the meantime, Rainbet is taking fire in Australia, with its influencer strategy and management structure coming under increased media scrutiny, despite the ACMA stating that the crypto brand had measures in place to prevent Australians from using its platform.
Bans and blocks
According to Media Week, Rainbet continues to promote itself through influencers and that despite being banned in Australia, the crypto gambling site’s “blacklist status appears to have only sharpened the incentive to push its brand more aggressively into restricted regions.”
The ACMA is seemingly acting on such media reports swiftly, like in Simi and Webb’s case in which the gambling platforms they promoted have now been blocked by Australian internet service providers (ISPs), according to The Telegraph stated on Monday.
Simi has reportedly deleted the gambling referral code from his gambling page, “removed all videos of him playing on Vegastars,” and deleted the code from his Instagram account, which features a recent big win on a Dragon Link slot:
Webb, meanwhile, promoted the online slots site RollXO, which ISPs have also blocked, ostensibly on the back of The Telegraph’s inquiry. The daily stated, however, that Webb and Norman have not been charged with anything nor is it suggesting that the ACMA is investigating them specifically.
While confirming it had “a number” of unnamed influencers under investigation on Monday, the ACMA also said it was “engaging with social media influencers, including through compliance alerts, to warn them of the risks and possible consequences of promoting illegal gambling sites.”
The ACMA’s tag team with ISPs has seen 1,564 illegal gambling and affiliate websites and 220 illegal services exit the Australian market, with influencers and big brands that flout the nation’s laws now under the spotlight.
Warnings and fears
Earlier this month, the government communication agency explicitly warned the former to “Stop promoting illegal gambling services to Australians.” The ACMA warned that promoting illegal gambling ads can result in fines of up to AU$59,400 (US$41,700), while those facilitating access to blacklisted sites, such as posting links, can attract fines of up to AU$2.4m (US$1.68m)
Once influencers understood the legal risks, an ACMA spokesperson said on Monday that many “have also proactively removed their posts.”
According to the strategy chief of an independent Sydney performance agency, influencer-led gambling marketing as seen on Rainbet raises major ethical concerns.
It’s not advertising, it’s lifestyle.”
“When you see Drake gambling on stream with Adin Ross, it’s not like, ‘Hey, I’m promoting a brand.’ It’s like, ‘Hey, look, I’m having so much fun. Come into my world. This is really awesome.’ And that’s ethically concerning because it’s a veiled message. It’s not advertising, it’s lifestyle.”
