Social media influencers have been inadvertently promoting a gambling company that poses as an Australian outfit but is instead licensed and regulated from a tiny island off the east coast of Africa.
The influencers, including someone claiming to be “Australia’s #1 biological male” and a duo called DegenerateAngelss, have also shared financial inducements from the bookmaker that encourage Australians into opening accounts with it.
The promotion of offshore bookmakers, which are not allowed to target Australians, has infuriated the media regulator. The Australian Communications and Media Authority has threatened influencers with fines of up to $59,400 if they continue to“promote or publicise illegal online gambling services”.
Content creators have become increasingly valuable assets for offshore gambling companies, an expert in influencers and the betting sector has warned.
One bookmaker being promoted on social media is Leon Australia, which describes itself as “Australia’s #1 Interactive Gaming and Sportsbook since 2008”. Its social media pages feature images of NRL players and the logos of major sporting codes.
But there is no such company registered in any Australian jurisdiction, according to an official federal government list.
Instead, the company’s social media pages link to Leon’s international website, which states it is owned and operated by a corporation registered to a relatively small beachside building in Belize. The small Caribbean nation, with its relatively lax regulation and taxation laws, has become a hub for online gambling.
Leon’s website states it is licensed and regulated by authorities in Anjouan, a small island of about 360,000 people in the Comoros archipelago between Madagascar and Mozambique. Anjouan has also become a hub for gambling. Leon is also listed on the official licence register of the Anjouan regulator.
This year Acma asked internet service providers to block Australians from accessing Leon’s website after an investigation found it was operating in breach of the Interactive Gambling Act 2001. It has previously banned several other URLs hosting the Leon gaming platform, only for them to reappear with slight changes.
On Friday the DegenerateAngelss Instagram account featured a video of two women winning $375 on a poker machine in Australia above a caption that said: “I think I’m going to take home this win and try my luck on Leon, my luck seems to be EVEN better there.
“If you want to play too, they are giving a $20 bonus when you sign up and pop in $20 to start,” the caption added.
The video was also posted on the Shelbyslaps Instagram account. Both women were contacted for comment, but did not respond. The video was removed from both accounts a short time later. A link to Leon’s international website on the DegenerateAngelss page was also removed.
Another influencer, Steveypants, uploaded a post on 26 February that said he had teamed up with Leon to provide a $500 giveaway to someone who registered with the bookmaker.
“All you have to do is click the link in bio, sign up, (literally takes 30 seconds) deposit $20 AND THAT’S IT”.
The account’s manager removed the content when contacted by Guardian Australia and said he had been told the bookmaker was based in Australia.
Julian Woods, a comedian who describes himself as “Australia’s #1 biological male”, filmed a video of himself with the caption “I’m the king of ASMR” while advertising $4,500 bonus deposits with Leon. Woods told Guardian Australia he would “never actually use Leon”. The video is no longer available online.
In June last year the Leon Australia account on X said it was seeking “streamers and influencers” who would act as “ambassadors” for the brand.
Leon had also secured digital advertising with News Corp, which has since taken action after questions from Guardian Australia.
On 28 May the Herald Sun ran a sidebar ad for Leon on its website. A News Corp spokesperson said the ad had been “delivered by a third-party ad server programmatically”.
“We have blocked it from appearing on our sites,” the spokesperson said.
Acma declined to comment on Leon Australia or the influencers inadvertently promoting it. But last week it issued a blunt warning.
“Social media influencers are on notice: stop promoting illegal gambling services to Australians,” the regulator said. “If you don’t, you risk facing significant penalties.”
“Young Australians who are active online can be more vulnerable. You may be putting people that follow you at real risk of harm.”
Acma said offshore gambling posed a high risk to Australians who were not covered by consumer protections.
Leon was contacted for this story.
• In Australia, Gambling Help Online is available on 1800 858 858. The National Debt Helpline is at 1800 007 007. In the UK, support for problem gambling can be found via the NHS National Problem Gambling Clinic on 020 7381 7722, or GamCare on 0808 8020 133. In the US, call the National Council on Problem Gambling at 800-GAMBLER or text 800GAM
