After a 19.4 million-dollar marketing campaign that, in the opinion of one opponent of gambling, should "annihilate their social licence to operate," Sportsbet has been criticized as being "utterly irresponsible." Tim Costello, the lead spokesperson for the Alliance for Gambling Reform, stated: "This proves a levy on Sportsbet would be reasonable and why are we enabling our kids to be groomed by a foreign, Dublin-based enterprise" In its interim 2023 results, parent company Flutter disclosed the increase in marketing expenditure.