The Australian Communications and Media Authority issued a formal warning to a mixed‑martial‑arts athlete for breaching online gambling laws by promoting an offshore sportsbook on his Instagram account.
The investigation began on 11 November 2025 after concerns were raised about possible illegal advertising during a mixed‑martial‑arts event. While the broadcast itself contained no prohibited content, regulators traced the inquiry to the athlete’s social‑media profile.
Inspectors found the Instagram page displayed sponsorship references, a direct link to the gambling website, and promotional hashtags linked to the operator.
Australian law forbids the promotion of unlicensed interactive gambling services, including social‑media posts, livestreams, hyperlinks and giveaways connected to illegal operators.
The athlete had signed a Talent Partnership Agreement with Moonlite N.V., trading as Leon, in April 2025, committing to endorse the online sportsbook until around August 2025.
The posted material featured Leon branding, hashtags such as #LeonGames, #LeonMMA and #FreeBet, mentions of free bets, and a hyperlink that directed followers to the gambling platform.
Regulators concluded that the content facilitated Australian consumers’ access to a prohibited service, violating provisions of the Interactive Gambling Act 2001.
The formal warning was issued under Section 64A of the Act, noting that the athlete terminated the sponsorship, cooperated with investigators, removed the material and expressed remorse.
Officials emphasized that influencers with large followings can significantly sway audiences and must avoid promoting illegal gambling services, which carry civil penalties of up to A$59,400.
Facilitating access through hyperlinks or directing users to illegal platforms can attract penalties as high as A$2.475 million, reflecting the seriousness of the offense.
The case arrives amid heightened regulatory scrutiny of gambling promotion on social media, with warnings that livestreams, demonstrations and giveaways linked to offshore operators may breach the law.
State regulators, including Liquor & Gaming NSW, have made influencer marketing a compliance priority for 2026, urging betting operators to manage affiliate partnerships to prevent breaches.
Regulators reaffirm their commitment to using the full suite of regulatory tools, including substantial civil penalties, against influencers who promote or enable access to illegal gambling services.
