The Australian Communications and Media Authority (ACMA) has fined Betfair $871,660 for sending unsolicited marketing messages to VIP clients without their consent. Between March and December 2024, Betfair sent 148 promotional emails and text messages , violating Australia’s strict gambling advertising rules.

ACMA described Betfair’s actions as irresponsible and non-compliant , especially since some of the messages lacked an opt-out option. Samantha Yorke , ACMA Member, stressed that the failure to respect customer consent and the nature of VIP programs was a breach of responsible gambling practices.

Betfair has since agreed to a two-year compliance undertaking to conduct an independent review of its marketing and ensure the issue does not recur.