VicBet Fined for Sending Bonus Offers to Self-Excluding Customer
Australian online bookmaker VicBet has incurred a hefty fine of $130,000, issued by the Victorian Gambling and Casino Control Commission (VGCCC), for engaging in prohibited practices that target vulnerable customers. This significant penalty underscores the critical need for compliance in the online gambling industry, particularly as it relates to responsible gaming.
Breaches of Licensing Conditions
The fine was the result of a comprehensive investigation by the VGCCC, which identified multiple breaches of VicBet’s licensing conditions. The specific infractions included:
- Providing bonus credits to a customer after they requested the closure of their account.
- Sending promotional materials to clients who had self-excluded from their services.
Detailed Breakdown of Violations
1. Encouraging Account Retention through Bonuses
In a direct violation of responsible gambling practices, VicBet offered a $1,800 bonus bet to a customer who had proactively sought to close their account. By accepting this bonus, the customer was inadvertently discouraged from following through on their decision. The VGCCC deemed this tactic as a serious breach, leading to a $50,000 fine for the company. This action not only contravenes legal standards but also raises ethical concerns about customer welfare.
2. Inappropriate Marketing to Self-Excluded Individuals
The second breach involved VicBet sending promotional communications to a customer who had opted for permanent self-exclusion. This gross violation of the Victorian Bookmakers’ Association Code of Conduct resulted in an even steeper penalty of $80,000. Such actions directly undermine the integrity of self-exclusion programs designed to support individuals in minimizing gambling harm.
Implications of Non-Compliance
Annette Kimmitt AM, CEO of the VGCCC, emphasized the serious repercussions that breaches like these can have, stating:
“Breaches can have serious consequences, not only in terms of punitive actions against the companies we catch out, but for people whose lives are affected by this behaviour. It is an egregious betrayal of trust to continue to send marketing materials to a person who has self-excluded or closed a betting account.”
The incidents highlight VicBet’s failure to adhere to both its legal and social obligations, which include taking active steps to mitigate risks associated with gambling. The industry must recognize and respect individuals’ choices to take breaks from gambling or to cease their participation altogether.
The Path Forward for the Gambling Industry
In light of such infractions, it is imperative for gambling operators to reinforce their commitment to responsible gaming. This involves:
- Implementing Comprehensive Training Programs: Educating staff on compliance and responsible gaming protocols can help ensure that customers’ wishes are respected.
- Enhancing Self-Exclusion Mechanisms: Making self-exclusion options clear and easily accessible is essential for supporting individuals who seek to limit their gambling activities.
- Regular Audits and Compliance Checks: Conducting frequent reviews of marketing practices and compliance with regulations will help prevent similar violations.
Closing Thoughts
The recent fine levied against VicBet is reflective of a concerning trend within the online gambling industry, where failure to prioritize customer welfare can lead to significant penalties and reputational damage. As of now, the total fines across the sector in 2025 have ballooned to an astonishing $8,613,232 (approximately £7,039,786) within just a month, signaling a clear message: the gambling industry must prioritize responsible practices and adhere strictly to regulations to foster a safe environment for all players.
Jenny Tang, an experienced iGaming commentator and analyst based in New York City, continues to cover critical developments in gambling regulation and industry news, shedding light on the evolving landscape of online gambling.
