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On June 2, 2026, the Victorian Gambling and Casino Control Commission (VGCCC) announced a targeted social media campaign to address influencers promoting gambling content in Victoria. VGCCC chief executive Suzy Neilan said that social media influencers who promote gambling are exposing Victorians to harm and potentially breaking the law. The campaign responds to influencers posting content depicting poker machines and celebrating gambling wins, which the VGCCC considers illegal gambling advertising under the Gambling Regulation Act 2003. Under this legislation, the promotion and advertising of poker machines is prohibited. Posting venue visits, gameplay, or 'wins' content constitutes illegal gambling advertising in Victoria. The VGCCC is monitoring social media content and considering regulatory and legal action to cease activity breaching Victoria's gambling laws. Individuals found to have committed a criminal offence could face fines up to AUD 24,421. The campaign targets influencers with significant followings among young adults aged 18 to 24, who often portray gambling as harmless entertainment or a source of easy money. Research indicates that gambling content on social media normalises gambling among young people and is linked to riskier gambling practices. In the previous financial year, player loss in Victoria totalled AUD 3.14 billion. The VGCCC noted that licensed gambling venues are encouraged to prohibit filming in gaming areas and to set clear conditions of entry. Venues should not advertise or promote gaming machines. The VGCCC encourages people with concerns about a gambling provider's behaviour to lodge complaints via its website or call 1300 599 759. Those negatively affected by gambling can contact the 24/7 Gambler's Helpline on 1800 858 858.