ACMA goes after MMA fighter over gambling advertising

• ACMA goes after influencers who promote illegal gambling websites
• An MMA fighter was notified about his posts featuring an offshore operator
• The fighter complied with ACMA's investigation as the regulator seek to raise awareness

The Australian Communications and Media Authority (ACMA) is doubling down as it seeks to take tougher action against illegal gambling in Australia.

The challenge has been immense, as illegal gambling operators continue to proliferate despite the watchdog’s sustained efforts to ban these websites on a per-case basis.

ACMA investigates influencers, encourages cooperation and highlights enforcement ramifications

While there have been cumulative gains against the illegal gambling sector, with over 1,700 websites banned from the country, ACMA is now changing tack slightly, looking to also crack down on individuals who may be using their image and likeness to advance what the regulator mulls are illegal gambling operators.

According to the ACMA, an investigation alleges that in 2025, Jamie Mullarkey, a prominent mixed martial arts fighter, promoted offshore gambling services, which are illegal.

Mullarkey was allegedly paid to post sponsored posts on his Instagram account. Commenting on this, the regulator reiterated that offshore gambling websites, and especially those covering games of chance, are illegal.

ACMA member Carolyn Lidgerwood has outlined the case and why the regulator has sought to crack down against the operator.

"Athletes and social media personalities with large online followings can have significant influence over their audiences and can encourage the use of illegal gambling services. This is the first enforcement action we have taken against an influencer for breaching online gambling rules, and it should serve as a warning to others."

ACMA focused on raising awareness of illegal gambling operators to influencers, but serious consequences await all the same

However, the regulator is not looking to outright punish personalities, but is rather focusing on raising awareness for the issue. A formal warning was handed down to Mullarkey, who offered his full cooperation, ending his sponsorship promptly and providing all relevant information requested by ACMA.

Right now, ACMA wants influencers to be aware that these partnerships are, in fact, illegal and can incur regulatory and legal action. Individuals who end up promoting illegal gambling services

ACMA reiterated its stance on people promoting gambling products that are not regulated in the country, arguing that such individuals may face up to AU$59,400 in civil penalties, but also be subject to penalties of up to AUD$2,475,000 in those instances when they use hyperlinks to facilitate access to prohibited gambling websites.

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