The Australian Communications and Media Authority (ACMA) has issued a formal warning to mixed martial arts (MMA) fighter Jamie Mullarkey over his promotion of illegal offshore operators on social media, marking the regulator’s first gambling-related sanction handed out to an influencer.
Mullarkey, 31, was found to have advertised unlicensed gambling companies through sponsored posts on his Instagram account.
The ACMA first launched an investigation into Mullarkey after a media enquiry flagged the potential for the promotion of illegal gambling services during an MMA event.
The investigation found Mullarkey advertising the Leon brand, and its Leon Bet, Leon Casino and Leon Gaming platforms, on his private Instagram account between April and August 2025.
Mullarkey’s Instagram profile page also referred to his sponsorship agreements with Leon, publishing a hyperlink to an alternative URL of the Leon service.
He also used the hashtags #LeonGames, #LeonMMA and #FreeBet on a number of Instagram posts.
The Leon brand is operated by the Curaçao-licensed Moonlite N.V and the Belize-registered Jade Reef Ventures Corp.
The ACMA instructed Australian internet service providers (ISPs) to block the Leon websites in February 2025, after serving Moonlite N.V with a formal warning the month prior.
The media regulator issued Jade Reef Ventures Corp with the same sanction in November 2025, instructing ISPs to block alternate Leon sites once again in December 2025.
Mullarkey entered into a talent partnership agreement (TPA) with Moonlight N.V in April 2025, whereby he was obligated to endorse the brand through his social media platform.
He was compensated A$2,500 upon signing the agreement, and then an additional $2,500 per month of its duration.
Australia’s online gambling laws prohibit the promotion of illegal gambling services, including through posts, live streams, link sharing or promotional giveaways.
Upon being served a notice by the ACMA, Mullarkey took down the posts after the TPA concluded in August 2025, although the link remained in his bio until September of the same year.
All references to Leon have subsequently been removed from Mullarkey’s Instagram page.
ACMA member Carolyn Lidgerwood said the sanction should serve as a warning to influencers.
She said: “Athletes and social media personalities with large online followings can have significant influence over their audiences and can encourage the use of illegal gambling services.
“This is the first enforcement action we have taken against an influencer for breaching online gambling rules, and it should serve as a warning to others.
“In this case the ACMA issued a formal warning considering the specific circumstances of the matter. This included that Mr Mullarkey ended the sponsorship arrangement promptly, cooperated with the investigation and quickly removed the material. Mr Mullarkey also accepted responsibility for his conduct and expressed genuine remorse.
“However, all influencers need to be aware that promoting illegal online gambling sites is against the law and can result in significant penalties.”
Individuals found to be promoting illegal gambling could face potential fines of up to A$59,400, while people facilitating illegal gambling by providing hyperlinks or directing users to a service could face penalties of up to A$2,475,000.
Lidgerwood added that the ACMA was willing to “use its full suite of regulatory tools, including these substantial civil penalties, where influencers promote or facilitate access to illegal gambling services”.
Earlier this week, Australia’s federal court ordered the “providers and promoters” behind three illegal online poker platforms to pay A$24.2m (£12.6m) in fines, concluding enforcement action first launched by the ACMA in 2022.
And last month, the ACMA ruled Australian public broadcaster SBS breached gambling advertising rules during its coverage of the Tour de France in July 2025.
The post Australian media regulator issues first ever sanction to influencer over illegal betting promotion first appeared on EGR Intel.
Australian Communications and Media Authority issues formal warning to MMA fighter Jamie Mullarkey after the 31-year-old was found to have been advertising offshore operators via sponsored Instagram posts
The post Australian media regulator issues first ever sanction to influencer over illegal betting promotion first appeared on EGR Intel.