Unibet has had to pay a AU$1m (£480,700/€560,100) penalty after failing to close hundreds of accounts registered with Australia’s national gambling self-exclusion service.

An investigation conducted by the Australian Communications and Media Authority (ACMA) has accused Unibet of over 100,000 contraventions of the Interactive Gambling Act 2001.

The main breach in question concerned the firm’s failure to close 954 customer accounts after said customers had registered with BetStop, Australia’s National Self-Exclusion Register (NESR).

The fact that 45 customer accounts remained open for 190 days or more was a particular area of concern for the ACMA. Although the regulator noted that customers weren’t able to place bets during self-exclusion, many did place bets after exclusion ended, with one in particular placing over 1,200 wagers.

If accounts had been closed during the NESR registration period, which is required under the Interactive Gaming Act, then these at-risk customers would not have been able to bet via their old account – though they could still bet by opening a new one, a regulatory loophole which may pose a slight flaw in the IGA’s player protection framework.

Carolyn Lidgerwood, the ACMA’s Gambling Lead, summarised the ACMA’s investigation as identifying ‘very serious breaches by Unibet over a sustained period of time’, adding that the amount of time taken to close some accounts ‘clearly unacceptable’.

“We recognise that no bets were made from these Unibet accounts or marketing sent while customers were self-excluded,” she continued. “However, this outcome puts the industry on notice that they must comply with the rules or face potential financial penalties and other actions available to the ACMA under the IGA.”

Unibet has been active in Australia since 2012 when it purchased Betchoice, an online bookmaker headquartered in the Northern Territory state. The company’s Australian asset continues to be registered as Betchoice, but trades as Unibet Australia.

The preceding years have seen Unibet’s parent group, Swedish firm Kindred which also owns the 32red online casino brand, acquired by French state-owned firm Française des Jeux (FDJ), since rebranded as FDJ United.

This change in ownership has not impacted Unibet’s Australian mission. What will likely have a bigger impact is changing the changing political attitude towards gambling in Australia, which is seeing a shift towards one much more supportive of reforms and greater consideration for player protection.

The ACMA’s penalty this week is not the first time Unibet has faced regulatory trouble in Australia, having been charged $60,000 by Liquor & Gaming NSW for violating state laws around promotions and marketing.

In its more recent enforcement action, the ACMA has noted that no promotions took place during customers’ NESR registration while also reiterating that no bets were actually placed by any self-excluded customers.

However, Lidgerwood has also noted that the industry should be ‘on notice’ of the importance of complying with all forms of gaming law – perhaps having noted the changing political landscape around Australian gaming.

Lidgerwood concluded: “The NSER rules are also there to ensure that people are making a clear and deliberate choice to recommence gambling. That is not the case if they can simply access old accounts.

“We recognise that no bets were made from these Unibet accounts or marketing sent while customers were self-excluded. However, this outcome puts the industry on notice that they must comply with the rules or face potential financial penalties and other actions available to the ACMA under the IGA.”

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