Victorian Gambling Authority Fines BlueBet AU$50,000 for Advertising Compliance Failures

In the press release, the Victorian Gambling Authority indicates it revealed the breach after a detailed investigation triggered by the information provided by a member of the public in August 2023. The regulator followed the source of information to establish that BlueBet’s gambling advertising was displayed for over two weeks in August and September 2022. As reported, the digital boards on or above five freeways in the province displayed wagering operator’s ads 43 times over the observed period.

Public Roads Concerned:

The breach reportedly occurred on the public roads as follows: Princes Freeway on the Point Cook Road Overpass (Laverton); Princes Freeway on the Princes Highway Overpass (Point Cook); Western Freeway Melton – Werribee Road (Rockbank); Western Freeway before Ballarat Road Overpass (Ravenhall), and Princes Freeway on Sneydes Road Overpass (Werribee).

Operator’s Argument:

As the breach of the gambling act represents an offense of the state law, the Australian wagering operator with offices in Sydney and Darwin has been fined AU$50,000 for breaking the law. Established in 2015 and listed on the Australian Securities Exchange, BlueBet reportedly argued that it didn’t know its advertising activity was against the law.

Regulator’s Verdict:

However, Magistrate Greg Thomas reportedly could not accept the argument, ”given the prime position of the billboards to target males aged 15-54 years old,” according to the VGCCC. Instead, Magistrate Thomas reportedly said that any accidental breach would still demonstrate a high degree of BlueBet’s negligence in this case.

VGCCC CEO Annette Kimmitt AM reportedly agreed with the Magistrate’s allegations: “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.”  

At the same time, Magistrate Thomas reportedly added that he had already recorded a conviction of AU$70,000 for the wagering operator but reduced the fine to AU$50,000 after the company pleaded guilty and cooperated with the VGCCC throughout the process. As reported, BlueBet is expected to implement the respective changes to its gambling advertising practice to ensure compliance and avoid any punitive measures from the Victorian Gambling Authority in the future.