Australian blended martial arts (MMA) fighter Jamie Mullarkey has been formally warned by the Australian Communications and Media Authority (ACMA) after an investigation discovered he promoted an unlawful offshore playing service via sponsored posts on his Instagram account.
The enforcement motion follows an ACMA investigation that concluded Mullarkey breached Australia’s on-line playing legal guidelines in 2025 by selling the offshore playing operator Leon on social media. In line with the regulator, his Instagram profile included references to a sponsorship association with the service, a hyperlink directing followers to the playing web site and promotional posts utilizing branded hashtags.
Australian legislation prohibits selling unlawful on-line playing providers, together with via social media posts, livestreams, hyperlinks to unlicensed playing web sites and promotional giveaways linked to unlawful operators.
MMA fighter’s unlawful playing promotion triggers first ACMA enforcement motion
The investigation started on Nov. 11, 2025, after a media inquiry raised issues about potential unlawful promoting of offshore playing providers throughout a blended martial arts occasion. Whereas the ACMA discovered no unlawful promoting within the occasion broadcast itself, investigators traced the inquiry to Mullarkey’s Instagram account, the place they recognized promotional content material for Leon.
In line with the investigation report, Mullarkey entered right into a Expertise Partnership Settlement with Moonlite N.V., buying and selling as Leon, in April 2025. Beneath the settlement, he was contracted to supply endorsement and promotional providers for Leon’s on-line sportsbook via content material printed on his private Instagram account till round August 2025.
The ACMA discovered the account featured Leon branding, hashtags together with #LeonGames, #LeonMMA and #FreeBet, references to free bets and a hyperlink directing customers to the playing service. Investigators concluded the content material promoted a prohibited and unlicensed interactive playing service whereas serving to Australian customers entry the platform.
ACMA member Carolyn Lidgerwood stated the case ought to function a warning to influencers and athletes with giant on-line audiences.
“Athletes and social media personalities with giant on-line followings can have important affect over their audiences and might encourage using unlawful playing providers,” Lidgerwood stated.
“That is the primary enforcement motion we have now taken in opposition to an influencer for breaching on-line playing guidelines, and it ought to function a warning to others.
“On this case the ACMA issued a proper warning contemplating the precise circumstances of the matter. This included that Mr Mullarkey ended the sponsorship association promptly, cooperated with the investigation and rapidly eliminated the fabric. Mr Mullarkey additionally accepted duty for his conduct and expressed real regret.
“Nevertheless, all influencers have to be conscious that selling unlawful on-line playing websites is in opposition to the legislation and may end up in important penalties.”
The formal warning was issued beneath Part 64A of the Interactive Playing Act 2001 after the ACMA decided Mullarkey had breached provisions regarding prohibited and unlicensed interactive playing providers and the publication of unlawful playing ads.
The regulator stated people who promote or publicize unlawful on-line playing providers can face civil penalties of as much as A$59,400 ($41,143). Those that facilitate entry to unlawful playing providers, together with by sharing hyperlinks or directing customers to these platforms, can face penalties of as much as A$2.475 million ($1.714 million).
The case comes as Australian regulators intensify scrutiny of playing promotion on social media. In 2025, the ACMA warned influencers that selling unlicensed on-line casinos, in-play sports activities betting, casino-style video games or different prohibited playing providers might expose them to substantial penalties. The regulator additionally cautioned that livestreams, demonstrations of unlawful playing platforms and giveaways linked to offshore operators might breach the legislation, whereas warning that youthful Australians who spend important time on-line are notably susceptible to hurt from unlicensed playing providers.
State regulators are additionally rising enforcement. Liquor & Gaming NSW has made influencer advertising a key compliance precedence for 2026, warning betting operators they continue to be chargeable for how their merchandise are promoted via associates, content material creators and social media personalities. The company has flagged explicit concern over influencer content material that normalises playing or reaches giant youth audiences, saying operators ought to fastidiously handle partnership preparations or threat enforcement motion.
“The ACMA will use its full suite of regulatory instruments, together with these substantial civil penalties, the place influencers promote or facilitate entry to unlawful playing providers,” Lidgerwood stated.
Featured picture: Jamie Mullarkey through Instagram
The put up ACMA warns MMA fighter Jamie Mullarkey over unlawful playing promotion appeared first on ReadWrite.