Tabcorp Holdings Limited, a major player in Australia’s wagering and media market, faces a steep AU$2.7 million (US$1.8 million) fine from the Australian Communications and Media Authority (ACMA). ACMA announced on Wednesday that Tabcorp had breached telemarketing and spam laws over a span of 16 months.
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Regulatory Investigation Details
The ACMA investigation scrutinized the period between February 2024 and June 2025, uncovering large violations in Tabcorp’s telemarketing practices. Among the breaches, 351 calls were made to individuals on the don’t Call Register without prior consent—a clear infringement. And it doesn’t stop there. Another 82 calls occurred outside legally allowed hours, and nearly 4,000 calls lacked proper identification or a stated purpose. The situation escalated when Tabcorp self-reported in 2025 that it had dispatched over 217,000 marketing emails and SMS messages to subscribers who had clearly opted out. The regulator deemed these actions major enough to justify enforcement measures.
Previous Compliance Issues Resurface
It’s not Tabcorp’s first run-in with the ACMA. Back in 2025, the company faced penalties exceeding AU$4 million for similar misconduct involving non-compliant SMS and WhatsApp marketing aimed at VIP clients. During that period, over 2,500 messages were sent without providing a means to unsubscribe. The pattern of regulatory breaches paints a troublesome compliance picture for the company. ACMA’s Samantha Yorke didn’t mince words, labeling Tabcorp’s actions “unacceptable,” particularly in the context of gambling advertising’s inherent risks. She stressed the importance of honoring consumer choices: “When people join the do not Call register or unsubscribe, they make a clear choice. Those choices must be respected,” Yorke stated, emphasizing the consequences of non-compliance in a sensitive industry.
Industry-Wide Implications
Tabcorp isn’t alone in facing regulatory backlash. Industry data shows that in the past 18 months, businesses in Australia have collectively paid north of AU$12 million in fines for similar infractions. This reflects a broader crackdown on compliance lapses within the sector. With Tabcorp at the center again, it raises obvious concerns about operational controls and the ongoing scrutiny from the ACMA. As part of its current settlement, Tabcorp agreed to a court-enforceable undertaking. But this mandates an independent review of its telemarketing systems to remedy compliance shortcomings. And such steps are crucial, given that breaches extend beyond telemarketing into areas like self-exclusion rule violations, leading to a prior penalty of AU$112,680 earlier this year.
What Comes Next?
The forthcoming months will see Tabcorp implementing corrective measures and undergoing independent reviews as per the court’s order. With enforcement actions intensifying, companies are on alert. The industry will be watching to see if these adjustments can keep Tabcorp from further regulatory pitfalls. But the focus will be on the effectiveness of these measures in genuine operational improvements.
Garry Sputnim is a seasoned journalist and storyteller with over a decade of experience in the trenches of global news. With a keen eye for uncovering stories that resonate, Alex has reported from over 30 countries, bringing light to untold narratives and the human faces behind the headlines. Specializing in investigative journalism, Garry has a knack for technology and social justice issues, weaving compelling narratives that bridge tech and humanity. Outside the newsroom, Garry is an avid rock climber and podcast host, exploring stories of resilience and innovation.
