New Zealand introduces strict gambling advertising rules ahead of regulated online casino launch
The new guidelines ban references to luck, fate and superstition, while introducing protections for minors.
New Zealand.- New gambling advertising rules have been introduced in preparation for the launch of a regulated online casino gaming in New Zealand 2027. The guidance, issued by the Department of Internal Affairs (DIA), accompanies the Online Casino Gambling Bill and will apply to future licensed operators.
The most significant rules include a ban on advertising that suggests gambling outcomes are influenced by luck, fate, rituals or superstition. Operators will also be prohibited from claiming that gambling can lead to happiness, success or a better life, or from using personal endorsements to promote their services.
Meanwhile, gambling advertisements will not be allowed near schools, youth events or on platforms where people under 18 are expected to make up more than 20 per cent of the audience. The use of cartoons, mascots and other content designed to appeal to minors is also prohibited. Advertising aimed at people under 25 will only be permitted if operators can demonstrate effective age-verification systems that prevent under-18 access.
The guidance also requires operators to use age and location targeting, disable automated audience expansion tools and avoid personalised marketing that could encourage riskier gambling behaviour. Companies will not be allowed to use customer data to promote higher-value bets or encourage players to switch to different gambling products. Direct marketing by email or text message will require clear customer consent.
Additional restrictions include a ban on showing gaming machines, poker chips and slot jackpots in advertisements, while promotions for bonuses and free spins must clearly display their terms and conditions. Gambling advertising will also be prohibited from 30 minutes before until 30 minutes after live events.
