Expanding regulatory enforcement beyond operators
Greek authorities have initiated preliminary investigations and filed complaints against 18 social media influencers for promoting illegal gambling. Economy and Finance Minister Kyriakos Pierrakakis confirmed the legal actions during a visit to the Hellenic Gaming Commission (HGC), highlighting an expanded regulatory focus on the broader black market ecosystem.
Historically, Greek authorities focused enforcement efforts exclusively on unlicensed gambling operators. However, strengthened regulatory frameworks have empowered the Hellenic Gaming Commission (HGC) to target the entire ecosystem supporting the black market, including websites and digital channels endorsing unlawful activity. Economy and Finance Minister Kyriakos Pierrakakis confirmed that complaints have been lodged against 18 influencers, though investigations remain at an early stage with no formal findings of criminal liability established yet.
To support this expanded mandate, the Greek government has bolstered the regulator’s resources by creating 110 new positions at the HGC, featuring 40 specialized scientific staff and inspectors equipped with dedicated investigative powers. Under the revamped framework, the HGC can impose immediate administrative fines of up to €50,000 per violation for the online promotion of illegal gambling.
Executive commentary
Emphasizing the government’s zero tolerance approach to unlawful online promotions, Economy and Finance Minister Kyriakos Pierrakakis stated:
“The message in each direction should be one: the internet is not a jungle. Popularity offers no immunity and influence carries responsibility. Anyone who uses their power and influence to promote illegal gambling should know that they will be tracked down, scrutinised and face the consequences.”
Regarding the continuous evolution of unlawful operations, Pierrakakis noted:
“Illegal activity evolves. The state’s response must stay ahead of it.”
International crackdowns on influencer marketing
Greece’s actions align with a broader global movement among regulatory bodies targeting influencer involvement in gambling promotion. In June, a Finnish court convicted a content creator of a gambling offense, issuing a €2,480 fine for promoting offshore casino bonuses across Instagram, Kick, and an associated website. Simultaneously, Spain’s DGOJ launched a public consultation proposing tighter restrictions on celebrity and influencer marketing, customer acquisition campaigns, and search engine promotions.
Furthermore, Australian betting regulator Liquor & Gaming New South Wales (NSW) has amplified its scrutiny of commercial partnerships between betting operators and social media personalities.
