The Bottom Line
The landscape for gambling marketing has fundamentally changed in 2025. Regulators worldwide are no longer issuing warnings—they’re imposing substantial fines, suspending accounts, and in some jurisdictions, pursuing criminal charges against influencers promoting unlicensed gambling operators. For iGaming operators relying on influencer partnerships, this enforcement surge represents both a compliance risk and a strategic inflection point.
Three Markets, One Message: Comply or Face Consequences
New Zealand: Six-Figure Fines and Escalating Penalties
New Zealand’s Department of Internal Affairs (DIA) has imposed NZ$125,000 ($72,276) in combined fines against four influencers and the Curaçao-based operator Spinbet, marking the country’s most aggressive enforcement action to date.
The penalties:
- Millie Elder-Holmes: NZ$30,000 ($17,346) for repeated violations, following a previous NZ$5,000 fine in May
- Calen Morris and Billy Whaanga: NZ$20,000 ($11,564) each for four breaches
- Tuhira Wana: NZ$15,000 ($8,673) for three infractions
- Spinbet: NZ$60,000 ($34,692) for twelve separate violations
The DIA’s data reveals the scale of the problem: complaints about influencer gambling promotions doubled in two years, reaching 75 cases in 2025. The regulator now maintains a watchlist of 40 influencers, up from 24 in June, and has issued 17 warning letters, 26 cease-and-desist notices, and opened active investigations into eight individuals.
The economic incentive for non-compliance is clear: DIA Director of Gambling Vicki Scott revealed that offshore operators pay influencers between NZ$50,000 and NZ$500,000 per campaign, making a NZ$5,000-per-post fine financially viable—at least in the short term.
Two influencers publicly rejected lucrative offers: content creator Paaka Davis turned down NZ$50,000, while Jimi Jackson, with over 1.6 million followers, rejected a deal worth close to NZ$1 million.
Turkey: Zero Tolerance with Immediate Account Suspension
Turkey’s Advertising Board blocked 30 social media accounts for promoting illegal betting and gambling, with content found on YouTube and other platforms. The accounts face permanent shutdown if they fail to remove the offending content immediately.
This action represents just the latest in Turkey’s comprehensive crackdown. In 2024 alone, authorities blocked over 233,000 illegal gambling websites. The country maintains one of the strictest gambling regimes globally, having banned casinos in 1998 and outlawed non-state online gambling in 2006.
Netherlands: EUR 75,000 Maximum Penalties for Repeat Offenders
The Kansspelautoriteit (KSA), the Dutch gambling regulator, named three influencers—Stiefunspeelt, Turcos, and Buurtwachtt—for breaching gambling advertising laws by promoting unlicensed operators across social media platforms.
Each influencer received a 48-hour compliance deadline to remove all mentions of non-licensed gambling content. Given their history of previous violations, they now face fines of up to EUR 25,000 per violation, with a maximum cumulative penalty of EUR 75,000.
The Global Pattern: Regulators Are Coordinating Enforcement
These three cases reflect a broader international trend. Similar enforcement actions have occurred across multiple jurisdictions in 2025:
Australia: The Australian Communications and Media Authority (ACMA) issued direct warnings to influencers, threatening fines of up to AU$59,400 for individuals promoting illegal gambling content. More severe breaches involving direct hyperlinks to unlicensed operators can attract penalties as high as AU$2.4 million.
Sweden: Spelinspektionen launched a targeted investigation into Twitch influencers promoting unlicensed gambling operators in spring 2025. Following direct intervention, all monitored influencers ceased their promotional activities, though authorities warned that future breaches would result in severe consequences.
Kazakhstan: The Financial Monitoring Agency has identified 34 influencers advertising illegal gambling services in 2025, with 11 already fined. Current penalties start at 200,000 KZT ($420), but authorities are exploring reclassifying these influencers as accomplices in illegal gambling operations, which would bring criminal penalties similar to those for financial pyramid schemes.
Finland: The National Police Board issued conditional fines of EUR 30,000 ($34,953) to multiple unnamed influencers for promoting grey-market brands on platforms including Twitch and Kick. One influencer who continued posting after receiving a conditional fine was handed the full EUR 30,000 penalty.
France: The country has implemented some of Europe’s strictest measures, with legislation prohibiting social media influencers from promoting gambling and betting products unless explicitly approved by the regulator. Violations can result in fines and up to two years in prison.
Platform Enforcement: Social Media Companies Join the Crackdown
Social media platforms are no longer passive hosts for gambling content. In 2025, major platforms have implemented enhanced verification processes and zero-tolerance enforcement policies:
Google and YouTube
Google’s April 2025 policy update introduced country-specific compliance requirements and immediate account suspensions for social casino advertising violations without prior warning. YouTube’s March 2025 restrictions prohibit creators from mentioning, displaying logos, or linking to gambling services not approved by Google, with age limitations preventing users under 18 from accessing gambling-related content.
Meta (Facebook and Instagram)
Meta implemented comprehensive new policies requiring any influencer endorsement in gambling advertisements to include clear disclosure of commercial relationships. In August 2025, Brazilian authorities ordered Meta to pull illegal gambling ads within 48 hours, while the platform removed Facebook pages of influencers tied to illegal gambling in July.
Enhanced screening now requires content creators sharing gambling-related promotions to register as affiliates and receive platform approval before posting advertisements.
TikTok
The platform maintains comprehensive gambling advertising restrictions across multiple markets, with its branded content policy prohibiting most forms of gambling promotion including online casinos, sports betting, fantasy games, and lottery services.
The B2B Implications: Rethinking Influencer Strategy
For iGaming operators and their B2B partners, these enforcement trends demand strategic recalibration:
Compliance is Now Table Stakes
The days of treating influencer partnerships as low-risk marketing channels are over. Operators must implement rigorous compliance frameworks that include:
- Verification of influencer location and applicable regulations
- Pre-approval processes for all content
- Clear contractual language around regulatory compliance
- Regular auditing of influencer posts
- Immediate response protocols for regulatory inquiries
Platform Risk is Operator Risk
Social media platforms are increasingly holding operators accountable for influencer violations. Meta explicitly reserves the right to cancel affiliate authorization if rules are broken, while YouTube’s policies can result in permanent bans for repeated violations.
The Cost-Benefit Equation Has Shifted
While offshore operators may pay influencers tens to hundreds of thousands of dollars per campaign, the total cost must now include:
- Direct fines (which are escalating)
- Potential account suspensions (eliminating the influencer’s entire revenue stream)
- Platform bans affecting the operator’s advertising capabilities
- Reputational damage in markets where licensing is planned
- Legal costs associated with regulatory defense
Regulated Markets Offer Safer ROI
New Zealand’s incoming 2026 regulatory framework will auction 15 online casino licenses expected to raise up to NZ$200 million. Licensed operators will be permitted to advertise with restrictions, while unlicensed platforms face fines up to NZ$5 million.
This pattern is repeating globally: regulated markets with licensed operators, approved affiliates, and compliant marketing channels offer more sustainable—if more complex—customer acquisition pathways than grey-market influencer promotion.
Key Takeaways for iGaming B2B Professionals
- Enforcement is accelerating: Complaint volumes have doubled in some jurisdictions, regulatory watchlists are expanding, and repeat offenders face exponentially higher penalties
- Social platforms are active enforcers: Major platforms have implemented enhanced verification, immediate suspension policies, and direct cooperation with regulators
- Individual liability is real: Influencers can no longer claim ignorance; named individuals face fines, account suspensions, and in some jurisdictions, criminal charges
- The grey market is shrinking: Countries without comprehensive regulation are rapidly implementing frameworks that criminalize unlicensed promotion while creating pathways for licensed operators
- Due diligence is mandatory: Operators must verify that affiliate partners, including influencers, understand and comply with all applicable regulations across target markets
The message from regulators worldwide is unambiguous: influencer marketing for unlicensed gambling operators is no longer a compliance gray area—it’s a prosecutable violation with escalating consequences. For operators seeking sustainable growth, the strategic imperative is clear: invest in compliant marketing channels within licensed frameworks rather than risk catastrophic enforcement actions in unregulated markets.
