BetDeluxe fined $50k for spam texts featuring betting promos

BetDeluxe, an online sports betting company solely owned by popular on-track bookmaker Noah Rose, has been fined $50,172 by the Australian Communications and Media Authority (ACMA) for breaking spam-unsubscribing rules. 

According to a press release from the ACMA, investigations revealed the bookmaker sent more than 140,000 text messages without the choice of opting out, and an additional 820,000 SMS messages without the sender’s contact details. The text messages promoted a ‘cheeky punt’, VIP service on sports and racing, and bonus bets and money-back offers. 

READ: ACMA reveals gambling ad complaints almost double

The text messages were a clear breach of the ACMA’s rules relating to consumer protection. ACMA Chair Nerida O’Loughlin explained that the fine came after the body received complaints from a significant number of people who were frustrated about not being able to shut off gambling promotions sent to them.

“Any spam can be annoying, but when gambling is involved the risk of financial and emotional harm can be pronounced, so it’s important that wagering operators take compliance very seriously,” she said.

“The online gambling industry, including the smaller players, should be on notice that the ACMA is actively monitoring for indications of non-compliance with the spam rules, and the penalties can be serious.”

Speaking about the offending bookie, O’Loughlin noted: “We will be closely monitoring BetDeluxe’s compliance and the legally binding commitments it has made to the ACMA.” 

Besides the fine, ACMA has also received a two-year, court-enforceable undertaking from BetDeluxe stating that it would review its e-marketing practices and make improvements where needed. BetDeluxe will also have to provide regular compliance reports to the ACMA, including conducting spam training for its employees. 

Meanwhile, the ACMA forges on with its campaign against spam breaches in the gambling industry. About a year ago, the body fined Sportsbet $3.7 million in customer refunds and penalties for sending thousands of promotional text messages to people trying to unsubscribe. 

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