BlueBet Receives Fine of AU$50,000 for Violating Rules Regarding Advertising

BlueBet, a prominent player in the gambling industry, has recently faced regulatory scrutiny and incurred a fine of AU$50,000 (US$32,418) from the Victorian Gambling and Casino Control Commission (VGCCC). More about this regulator you can find here.

This penalty arises from multiple breaches of gambling promotion codes, as confined by the Gambling Regulation Act 2003. The violations primarily involved the exhibition of gambling advertisements on or above public roads, which directly contradicted established laws.

Background and Charges

The charges brought against BlueBet were extensive, totaling 43 counts related to the unacceptable post of gambling ads. These charges emerged following a thorough investigation initiated by VGCCC, prompted by a formal complaint lodged by a member of the public. The breaches occurred over a concentrated period spanning August to September 2022. Notably, BlueBet's promotions were placed on digital billboards in various places such as Point Cook, Laverton, Rockbank, and Ravenhall as well as others.

During the court proceedings overseen by Magistrate Greg Thomas, BlueBet presented a defense centered on purported ignorance of the breaches. However, Magistrate Thomas couldn't hide his suspicion regarding this defense, especially given the planned targeting of males aged 15-54 through the strategic post of billboards. While BlueBet did not receive a legal conviction, Magistrate Thomas highlighted the notable degree of failure indicated by the company.

Despite the severity of the charges, Magistrate Thomas considered several mitigating aspects in his judgment. First of all, this expert took into account that the company pleaded guilty, that it cooperated with the competent regulator VGCCC throughout the investigation, and also agreed on proactive efforts to stop future violations were noted positively. The company promptly implemented changes to its advertising practices to align with regulatory requirements and has maintained a collaborative stance with local authorities.

Future Outlook

In parallel to these regulatory developments, BlueBet made headlines with its recent announcement of plans to acquire Betr, signaling its strategic intent to expand its market presence and bolster its operational scale. This acquisition highlights BlueBet's plans to navigate regulatory challenges effectively while pursuing strategic growth opportunities within the industry.

BlueBet's recent regulatory fine shows the importance of adherence to gambling advertising regulations, and the company's proactive response and future-oriented initiatives demonstrate a wish for compliance and sustainable business practices.

VGCCC CEO Annette Kimmitt AM said: “Gambling advertising has no place on public roads where it is readily visible to children and other vulnerable groups. These places are especially difficult to avoid as part of day-to-day activities. This decision sends a clear message to wagering providers that flout these protections for our community.” 

Source:

''BlueBet fined AU$50,000 for advertising breaches by Victoria regulator'', gamblinginsider.com, April 15, 2024.