Australia's communications regulator, the Australian Communications and Media Authority (ACMA), is under renewed criticism for emailing an event organiser about an unlicensed offshore bookmaker's sponsorship. Internal documents reveal a senior ACMA adviser warned Northern Territory Cricket (NTC) of risks from uncoordinated responses to media queries on the deal. The exchange highlights tensions in enforcing bans on offshore gambling promotions under federal law.

Freedom of Information Revelations

Documents obtained via freedom of information laws show the ACMA adviser contacted NTC after a journalist questioned the legality of Dafabet's sponsorship of the 2023 Top End T20 Series. The adviser proposed aligning approaches to avoid public contradictions, stating that uncoordinated replies risked "everyone looking silly." ACMA later informed the journalist it had notified NTC of advertising prohibitions in the Interactive Gambling Act, without launching a formal probe.

Critics Question Regulator Independence

Gambling policy experts argue the correspondence signals reluctance to wield enforcement powers against illegal offshore operators. Lauren Levin, director of the Gambling Policy Hub, described ACMA's priority as misplaced, saying "looking silly is the least of ACMA’s problems" and labelling it an "inconsequential regulator." She views the incident as part of a pattern where ACMA prioritises industry relations over consumer safeguards, especially when domestic entities partner with unlicensed providers targeting Australian customers.

Past Incidents Fuel Broader Concerns

The episode echoes prior reports of ACMA's industry engagements. Consumer group CHOICE noted in July 2025 that ACMA shared a draft sanction release with Foxtel beforehand. In December 2025, the ABC revealed ACMA softened criticism of Sportsbet after the company's input. These cases raise doubts about impartiality in regulating promotions that expose Australians to unauthorised gambling services, which federal law deems illegal despite their offshore basing.

ACMA Defends Actions Amid Political Pressure

ACMA rejects claims of undue closeness to industry, with a spokesperson emphasising efforts to halt unlawful conduct and protect consumers. The regulator clarified NTC faced no investigation at the time and that its media reply remained unchanged. Communications Minister Anika Wells faces queries on ACMA's performance and potential advertising law reforms, with government sources stressing expectations for proactive consumer-focused regulation of unlicensed platforms.