Australian media regulator targets affiliates in new clampdown
ACMA reveals first seven affiliate sites to be blocked with officials highlighting new stance as a “priority” over next 12 months
The Australian Communications and Media Authority (ACMA) will for the first time clampdown on affiliate sites promoting illegal online gambling.
Initiating the clampdown, ACMA has released a list of seven affiliate sites which it has asked all Australia-based internet service providers (ISPs) to block under powers granted to it by the Australian Interactive Gambling Act.
Sites targeted include Aussie Casino Hex, Australia OK Casinos, Aussie Online Pokies, Pokies, Australian Casino Club, Australian Gambling and True Blue Casinos.
ACMA, which regulates all online media in Australia, highlighted the sites as symptomatic of a wider trend towards affiliates presenting themselves as independent reviewers of gambling services and funnelling players to these sites.
“Blocking these sites is a priority for the ACMA as they provide direct links to illegal gambling services, often receiving a commission for providing them with web traffic,” ACMA explained.
The clampdown on gambling affiliates is listed by ACMA as one of its top compliance priorities for 2021-22, along with four other priorities affecting media in other sectors.
During 2020-21, ACMA focused on clamping down on illegal online casino sites, a strategy instigated by the regulator in November 2019.
Under the legislation, ACMA can investigate suspect sites and can refer those in breach of the Interactive Gambling Act to internet service providers to be blocked.
According to the latest data, ACMA has blocked 279 illegal gambling websites, leading to 144 operators departing the Australian market.
This action has led to a 95% reduction in traffic to the top 10 gambling websites blocked up to June 2021, based on data provided by web traffic analytics provider Similarweb.
ACMA authority member Fiona Cameron described the affiliate clampdown as the next step in disrupting the major illegal operators and minimising harm to Australian consumers.
“These marketing sites can push you to illegal gambling services that do not have the protections that go with licensed and regulated services,” Cameron said.
“We often get complaints from consumers that winnings are not honoured and that incentives and pressure tactics target problem gamblers.
“ACMA has information available to help you and is actively pursuing illegal gambling sites and their affiliates to get them out of Australia,” she added.