Regulators in New South Wales are starting to pay closer attention to a fast-growing part of the gambling industry aka social media influencers and online content creators. Liquor & Gaming NSW says companies that run betting services or gaming machines should expect far more scrutiny over how their products appear on social platforms. Monitoring influencer-driven promotions will be one of the regulator’s central enforcement priorities throughout 2026. The agency is responsible for policing advertising connected to online wagering and gaming machines that can be viewed by people in the state, including posts shared across major social platforms. Officials say the surge in influencer partnerships means gambling companies need to think carefully about how their brands appear in online content. Hospitality and Racing Deputy Secretary Tarek Barakat said operators should take a hard look at the way influencer marketing arrangements are set up and managed. “We are putting gambling operators on notice that a key priority for us this year is examining their marketing and customer retention practices, including the use of social media personalities,” Barakat …