Offshore gambling operators are using third-party affiliate websites to target Australians who have voluntarily banned themselves from betting, prompting strong condemnation from the country’s media regulator. The practice focuses on individuals registered with BetStop, Australia’s national self-exclusion system, and encourages them to resume gambling through foreign-licensed companies.
In short
- Offshore operators are using affiliate sites to target Australians registered with BetStop.
- ACMA calls the practice “deeply concerning” and is contacting the websites involved.
- Some affiliates promote illegal bonuses and methods to bypass self-exclusion protections.
- Researchers describe the tactic as predatory, aimed at vulnerable gamblers.
- Industry groups want stronger powers to block websites, payments and affiliate networks.
- Experts say blocking offshore sites is ineffective without restricting financial transactions
According to the Australian Communications and Media Authority (ACMA), several offshore firms have been paying affiliate websites to promote inducements, provide links to their platforms, and even instruct readers on how to bypass BetStop protections. Regulators describe the tactic as “deeply concerning and opportunistic”, noting that the approach undermines the purpose of the national self-exclusion register.
Offshore gambling operators are prohibited from targeting Australian consumers. However, current legislation does not prevent third-party affiliates from promoting illegal overseas gambling services in exchange for commissions. Some of these websites use Australian-themed URLs and highlight generous bonuses—offers that are illegal for licensed domestic operators.
ACMA has begun contacting the sites to reiterate Australia’s interactive gambling laws. One example involved a promoted operator advertising up to $10,800 in “welcome bonuses”, urging BetStop registrants to reconsider their self-exclusion as a “rash decision”. Another affiliate claimed offshore bookmakers provide “enhanced security”, a statement regulators say is misleading.
Growing Concern Over Predatory Targeting
BetStop launched in august 2023 and now has more than 45,000 registrants, blocking them from accessing Australian-licensed online gambling services and preventing operators from sending marketing communications. But the system does not cover offshore companies or affiliates.
Researchers and industry groups warn that affiliates targeting self-excluded individuals represent a predatory shift. CQUniversity professor Nerilee Hing, who studies gambling marketing, described the tactic as aiming directly at “the most vulnerable”.
The Alliance for Gambling Reform said the practice should be viewed as a serious attempt to undermine the government’s flagship harm-reduction policy. Responsible Wagering Australia, which represents major licensed bookmakers, called for stronger enforcement powers to block illegal sites, disrupt payment flows and dismantle affiliate networks linked to offshore operators.
Regulatory Gaps Remain
While affiliate marketing is permitted in Australia under certain conditions, it must not target anyone on BetStop. A previous parliamentary inquiry recommended the practice be banned entirely due to its potential for consumer harm.
Consumer advocates note that blocking access to illegal offshore sites is often ineffective, as operators frequently return with fresh domain names. Instead, some argue that banks should be required to block transactions to unlicensed gambling operators, which would significantly reduce the financial pathways available to these companies.
