platform-level enforcement and tougher accountability standards for licensed operators.


For gambling companies, the challenge is that influencer marketing remains commercially effective precisely because it feels informal, community-driven and culturally native to social platforms. But those same characteristics are exactly what regulators are starting to see as problematic. Te result is a growing tension between modern acquisition strategy and evolving regulatory expectations.


CONCLUSION Te industry is unlikely to abandon influencer marketing. Te channel remains too important, particularly for sports betting and younger digital audiences. But the direction of travel suggests operators will need far more rigorous governance around creator partnerships, affiliate structures, disclosure standards, audience targeting and compliance monitoring. Because increasingly, regulators do not appear to view influencers as a marketing side issue. Tey are beginning to see them as part of the regulated product itself.


The concern for operators is not simply fines or enforcement action. It is that influencer-led gambling promotion could become politically symbolic in the same way loot boxes, VIP schemes and aggressive bonus marketing once did. Time and again, once an issue becomes symbolic, regulation tends to accelerate.


87


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