Is Multilevel Marketing in Australia Worth the Risk in 2025?

Multilevel marketing (MLM) has been a hot topic in Australian households for years. From essential oils to dietary supplements, the promise of flexible income and entrepreneurship is alluring. But in 2025, with new financial regulations and a spate of high-profile investigations, the reality behind these business models is under closer scrutiny than ever.

How Multilevel Marketing Works: The Basics and Beyond

At its core, MLM companies sell products through a network of independent distributors, who not only earn commissions on their own sales but also a cut of sales made by people they recruit. This network structure can resemble a pyramid, which is why regulators are always on alert for schemes that cross the line into illegality.

• Product-first vs. recruitment-first: Some MLMs focus primarily on product sales, while others emphasise building a large team beneath you. The latter can be a warning sign.
• Income claims: Many MLMs showcase success stories, but ASIC and ACCC data in 2025 confirm that the vast majority of participants earn little or even lose money.
• Costs: Distributors often pay for starter kits, ongoing training, and inventory—expenses that can quickly add up.

For example, a recent 2025 survey found that over 90% of Australian MLM participants made less than the minimum wage after deducting expenses, with only a tiny fraction earning a substantial income.

Regulatory Crackdown: 2025 Policy Updates

The Australian Securities & Investments Commission (ASIC) and the Australian Competition & Consumer Commission (ACCC) have both sharpened their focus on MLMs in 2025. New guidelines target misleading income claims and require clearer disclosure of earning potential.

• Stricter transparency: Companies must now provide realistic income disclosure statements to all recruits.
• Active monitoring: ASIC has launched a new reporting portal, making it easier for consumers to flag potential pyramid schemes or deceptive conduct.
• Enforcement actions: Several MLMs have faced fines or been forced to shut down in 2025 for failing to comply with these new rules.

One high-profile case involved a beauty product MLM whose leaders were penalised for exaggerating earnings and pressuring recruits to buy excessive inventory—a practice now explicitly banned under updated consumer law.

Spotting MLM Red Flags: Protecting Your Finances

If you’re considering joining an MLM in 2025, it pays to be vigilant. Here are key warning signs to watch for:

• Heavy emphasis on recruitment: If the pitch is more about building your downline than selling products to real customers, think twice.
• Upfront costs: Large starter fees or inventory requirements are a risk signal, especially if refunds are difficult to obtain.
• Income testimonials: Be wary of success stories not backed by official earnings data. Genuine opportunities will be transparent about typical outcomes.
• Complex compensation plans: If you can’t easily explain how you’ll make money, chances are the model is stacked against you.

Regulators in 2025 urge Australians to research any MLM thoroughly and seek out independent reviews before making financial commitments. The line between legitimate direct selling and illegal pyramid schemes can be thin, so due diligence is more important than ever.

The Verdict: Is MLM Worth It in 2025?

While some Australians do find community or limited side income through MLM, the risks often outweigh the rewards. With new regulatory scrutiny and a track record of low average earnings, MLMs are rarely the road to financial independence they appear to be.

Australians seeking extra income in 2025 have a growing range of alternatives, from gig work to remote freelancing and traditional small business. Understanding the true nature of MLMs—and their red flags—can help you make smarter, safer financial choices.