Entain is facing even more scrutiny over its Ladbrokes Australia brand according to local media, with reports coming just a few days after the firm found itself in the crosshairs of Australia’s de facto gambling regulator.

The Sydney Morning Herald reported today that the Australian Media and Communications Authority (ACMA), the regulator of Australian broadcasting, radio and internet communications, is ‘seeking answers’ from Ladbrokes AU regarding emails sent to inactive customers.

So far, no statement has been publicly issued by the ACMA. However, the Herald reports that the regulator wants clarity around emails Ladbrokes sent to dormant customers who still had balances in their accounts.

“It has been a while since you’ve placed a bet with us, but you currently have funds available in your Ladbrokes account,” the email read, as reported by the Herald.

These customers were allegedly told that they needed to place a bet or face monthly inactivity fees. It seems, however, that the main issue was around the mention of BetStop in the emails – or in fact, the failure to mention it.

More BetStop bother for Entain

Australia’s rules around gambling communications require companies to include a mention of BetStop, the national self-exclusion service, in any electronic communications sent to customers.

BetStop was set up back in 2023 as a national platform for Australian gamblers to self-exclude themselves from bookmakers and casinos if they wished. 

The platform was modelled on the UK”s GamStop, and was introduced in the context of an extensive public debate around gambling’s societal impact in the country, a debate that is still ongoing and if anything has got more heated in the past three years.

And as mentioned above, this is far from the first time Entain and Ladbrokes have faced criticism around BetStop. Just last week, Ladbrokes – alongside Entain’s other Australian brand, Neds – were subject to a court-enforceable undertaking after an ACMA investigation found more than 500 breaches of self-exclusion rules.

“We take all our regulatory responsibilities seriously,” an Entain spokesperson told SBC News last Wednesday.

“These matters arose during the early stages of a new national system, and we have worked constructively with the ACMA to implement meaningful enhancements to our processes and controls.”

SBC News has reached out to Entain for comment on the Herald’s latest reports.

Australia’s gambling agenda

The latest development comes amid a wave of scrutiny against the betting and gaming sector in Australia. 

Advocates for gambling law reform have long-argued for the implementation of the 31 recommendations of the 2022 Murphy report, a parliamentary report into gambling’s societal impact.

Prime Minister Anthony Albanese finally gave reformists one wish last month when he agreed to a clampdown on gambling advertising – though for many, like Independent MP David Pocock, the PM’s measures do not go nearly far enough.

The context of scrutiny may have led to some businesses tightening up their operations, however, if a variety of media reports anything to go by.

Tabcorp, the oldest and largest betting firm in the country, reportedly banned a group of professional gamblers due to these customers being too high risk, for example, according to the Australian Financial Review.

Another example is Sportsbet, the main Australian asset of global gambling giant Flutter Entertainment. As reported by The Guardian, the company recently changed its policies around brand ambassadors to exclude partnerships with any active sporting officials.

This decision followed public criticism of the company’s partnership with Australian Football League (AFL) umpire Nick Foot. The umpire ultimately decided to resign from his role with the AFL, opting instead to continue working on Sportsbet’s ‘Get On’ horse racing podcast.