(AsiaGameHub) –   Entain has pledged to collaborate closely with the Australian Communications and Media Authority (ACMA) following reports of additional regulatory issues involving its Ladbrokes Australia brand.

The Sydney Morning Herald (SMH) reported on 11 May that Ladbrokes reached out to customers with dormant accounts, informing them their remaining balance would be subject to inactivity fees—AU$5 per month if no bets were placed within a span of 18 months.

However, according to the SMH, ACMA expressed concern over these communications after discovering that Ladbrokes failed to advise affected customers they could close their accounts and reclaim their funds through Australia’s self-exclusion program, BetStop.

While ACMA has not yet issued any public statement regarding an investigation, an Entain spokesperson told iGaming Expert that the company takes its regulatory responsibilities seriously and is currently reviewing the concerns raised.

The spokesperson stated: “We are committed to working constructively with ACMA and further enhancing our compliance and safer gambling measures. Protecting our customers and fostering lasting trust remain top priorities for us, alongside upholding strong governance and regulatory standards.

“The intention behind contacting dormant account holders was to notify them about inactive accounts and outline the options available, rather than imposing ongoing fees or closing accounts without prior notice.”

Entain faces scrutiny from ACMA

Entain has faced significant backlash in Australia, where it operates the Ladbrokes and Neds brands, after ACMA identified over 500 violations of the nation’s self-exclusion regulations.

In particular, the regulator found that Entain had created accounts and allowed wagering activity for individuals registered under BetStop, opened new accounts for those already on the exclusion list, and failed to sufficiently promote the self-exclusion scheme in customer emails and text messages.

ACMA member Carolyn Lidgerwood also highlighted that problems arose when customers held multiple accounts across both of Entain’s brands.

She remarked: “Entain’s systems were unable to properly detect and connect all wagering accounts associated with a single customer across its platforms, including one instance where an account remained active for over a year after the customer had initiated self-exclusion.”

Entain has agreed to a court-enforceable undertaking and has committed to conducting an independent review of its compliance systems and procedures. The company emphasized that it cooperated fully with ACMA throughout the process and acted in good faith to resolve the issues.

Gambling advertising debate intensifies

Amid Entain’s regulatory challenges in Australia lies the ongoing national discussion on gambling reform, spurred by recommendations from the late MP Peta Murphy’s 2023 report.

Last month, Australia’s Labor government announced proposed changes to gambling advertising regulations, including limits on daily ad broadcasts and provisions enabling consumers to opt out of gambling advertisements on social media platforms.

Nevertheless, opposition lawmakers have criticized Prime Minister Anthony Albanese for declining to implement a total ban on gambling ads or establish a centralized online gambling regulator as recommended in the Murphy report.

Labor has also drawn criticism for the timing of its official response to the report—coinciding with the release of the federal budget—and for taking nearly three years to issue a reply since the report’s publication.

We’ve all waited over 1000 days for the government’s response to the Murphy report.

The PM has been dragged kicking and screaming to respond this report. Burying the response on the day of the federal Budget is the height of political cynicism.

The government must address the…

— Dr Monique Ryan MP (@Mon4Kooyong) May 12, 2026

“The government must address the report’s unanimous recommendations for an effective national regulator and a full ban on gambling advertising, or it will be a betrayal of the trust of the millions of people who have waited far too long for this response,” she said on social media.

Prime Minister Albanese defended the government’s approach, asserting that its proposals strike the right balance between safeguarding children and permitting adults the freedom to gamble if they choose.

The proposed recommendations are slated to take effect on 1 January 2027.