The war of words between Lottoland and the Australian Lottery and Newsagents Association (ALNA) continues to escalate, with the industry body now looking to launch legal action against the operator.

The ALNA has instructed its legal representatives to investigate "all legal avenues" in response to claims made by Lottoland yesterday (May 1st).

The lottery betting operator accused the ALNA of misleading the public and Australian government over its membership, alleging that it had just 707 paid members, far less than the 4,000 it  had claimed, and that it is facing "financial ruin". This, Lottoland said, was based on previously unpublished information from the Australian Securities and Investments Commission (ASIC).

This provoked a furious response from ALNA chief executive Adam Joy.

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