ACMA Directs ReadyBet to Review Marketing Practices and Enhance Staff Training
The Australian Communications and Media Authority (ACMA) has taken decisive action against ReadyBet by issuing a "remedial direction." This follows the operator’s violation of self-exclusion protocols in Australia.
An investigation spearheaded by the ACMA revealed that ReadyBet, licensed in Victoria, improperly sent 273 text messages and app notifications to individuals who had opted for self-exclusion between 23 August and 21 December 2023.
In Australia, all licensed betting operators must adhere to the regulations set forth in the BetStop national self-exclusion register, which launched in August 2023. This register mandates that no marketing materials should be directed towards individuals who have chosen to self-exclude from gambling activities.
The ACMA found that ReadyBet’s actions constituted multiple infractions under the Interactive Gambling Act 2001. Specifically, the operator was cited for 250 violations of subsection 61LA(2), which prohibits sending electronic communications to self-excluded users, alongside 23 instances of reckless communication with these individuals. Additionally, the operator failed to adequately promote the BetStop service to its customers, resulting in 2,342 further violations of subsection 61JP(5).
Steps Required by ReadyBet
Following the ACMA’s directive, ReadyBet must undertake several crucial actions:
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Independent Marketing Review: ReadyBet is to engage an independent reviewer to assess its marketing systems and third-party supplier practices. Any recommendations from the review are to be implemented within six months.
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Staff Training: The operator is required to arrange for comprehensive training for its staff, aimed at preventing any future communications with self-excluded individuals. This training must occur within 120 days of receiving the directive.
- Ongoing Compliance Reporting: ReadyBet is mandated to self-report potential non-compliance with the Interactive Gambling Act for a year and to comply with record-keeping requests from the ACMA during this period.
Failure to adhere to these directions may result in civil penalties from the ACMA.
ACMA’s Broader Efforts to Enforce Compliance
ReadyBet is the latest in a line of operators facing scrutiny from the ACMA. Recently, companies like Buddybet, Ultrabet, VicBet, and Topbet were also reprimanded for similar self-exclusion violations. Ultrabet received a directive to reassess its compliance measures, while VicBet and Topbet received formal warnings. Notably, Buddybet, which has exited the Australian market, faced no further consequences.
This trend follows ACMA’s significant action against Unibet, which was penalized AU$1 million (US$661,207) for over 100,000 instances of non-compliance, including the mishandling of user accounts related to the BetStop register.
The ACMA’s stringent measures underscore a commitment to protecting individuals who choose self-exclusion, ensuring operators uphold responsibility in their marketing practices.