News & Events

The GTA | Gaming Technologies Association – the national body representing Australia’s electronic gaming machine (EGM) manufacturers and suppliers – has today released the GTA National Social Media Influencer Policy prohibiting its members from engaging with social media influencers and their content, that promotes gaming machines to Australian players, effective immediately.

The GTA recognises and understands the growing concern among governments, regulators, and the community, regarding social media influencers promoting gambling products.

In response, GTA Members have taken a leadership role by establishing this Policy, which is a nationally consistent, new industry-wide standard.

The Policy prohibits GTA Members from paying for, posting, reposting, sharing, “liking” or otherwise endorsing paid or unpaid influencer content directed at Australian electronic gaming machine (EGM) players that promotes an EGM or the perceived benefits of playing one.

The Policy also prohibits GTA Members providing influencers with incentives including free credits, demonstration access or hospitality for the purposes of generating content.

This initiative reflects the industry’s practical support for the work of governments and regulators in addressing emerging risks associated with social media promotion, and a demonstration of the industry’s continued commitment to responsible gambling.

GTA Chief Executive Officer Jinesh Patel said the industry was acting ahead of specific regulatory direction to do so.

“It is already illegal under State and Territory law for gaming machine manufacturers and venues to advertise EGMs to the Australian public, and regulators such as Liquor & Gaming NSW, the Victorian Gambling and Casino Control Commission, and Queensland’s Office of Liquor and Gaming Regulation have made clear that this extends to social media,” Mr Patel said.

“But we don’t think industry should wait to be told. This Policy closes off a channel of promotion that concerns regulators and the community, and it sets a clear, consistent standard for every GTA member operating in Australia, regardless of whether the content is paid, unpaid, or simply a ‘like’.”

Mr Patel also praised the Federal Government for its own reform agenda in the gambling advertising space, including measures to ban the use of athletes, celebrities, and influencers to promote wagering, and to restrict gambling advertising on social media and online platforms under the Interactive Gambling Act 2001.

“The Federal Government has shown real leadership in tightening the rules around gambling promotion in the sector it regulates.

“Our Policy is very much in that same spirit. While gaming machines are regulated by the States and Territories rather than the Commonwealth, we think industry has a responsibility to get ahead of regulatory and community expectations rather than wait for them to be mandated,” Mr Patel said.

Under the new Policy, GTA Members are required to train relevant staff and agencies on the Policy, monitor their official social media accounts, and remove or correct non-compliant content. Serious or repeated breaches may be dealt with under the GTA constitution and membership rules.

The Policy has been provided to State and Territory gambling regulators and responsible Ministers, and the GTA has offered to brief regulators further on its application and compliance framework.

The GTA National Social Media Influencer Policy can be found on the GTA website here: https://www.gamingta.com/regulation/.