New South Wales regulator flags influencer marketing as key compliance focus for 2026

Liquor & Gaming NSW has warned that it will hold gaming operators accountable for social media content created by influencers and affiliates.

Australia.- Liquor & Gaming NSW (L&GNSW) has confirmed that monitoring social media influencers promoting gambling will be a core regulatory priority for the year ahead. The regulator said it will examine social media posts to ensure compliance with state laws.

Hospitality and Racing Deputy Secretary Tarek Barakat said: “We are putting gambling operators on notice that a key priority for us this year is examining their marketing and customer retention practices, including the use of social media personalities.

Barakat urged companies to exercise caution when entering affiliate or partnership agreements. He said the L&GNSW will monitor both paid and unpaid promotional arrangements and will be on the look out for influencer content that may normalise or glamorise gambling. Particular attention will be paid to channels with significant youth or vulnerable audiences.

“These practices may increase the risk of gambling harm by blurring the line between entertainment and marketing, and by exposing at-risk groups to persuasive promotional content,” Barakat said.

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See also: Liquor & Gaming NSW sets out 2026 regulatory priorities

Liquor & Gaming NSW has warned that it will hold gaming operators accountable for social media content created by influencers and affiliates. Australia.- Liquor & Gaming NSW (L&GNSW) has confirmed that monitoring social media influencers promoting gambling will be a core regulatory priority for the year ahead. The regulator said it will examine social media…