New Zealand's Department of Internal Affairs (DIA) has released comprehensive guidance for licensed online casino operators regarding gambling advertising. This guidance comes alongside the full Online Gambling Regulations 2026, which were published in June. The country is aiming for a 2027 launch of its licensed iGaming sector, with the regulator currently accepting Expressions of Interest (EOIs) for online licenses from potential operators. Plans to liberalize iGaming in New Zealand were first announced in 2024.
The new guidance mandates that advertisers assess the demographics of their audience and avoid placements if minors might make up more than 20% of the potential viewers. Advertising will not be allowed near schools, youth events, or on platforms favored by users younger than 18, including various social media and livestream channels. Additionally, formats attractive to younger audiences—such as cartoons, mascots, and music popular with youths—must not be included in gambling marketing.
Direct targeting of those under 25 is strictly prohibited unless operators can prove robust age-verification processes to block access for individuals under 18. This requirement is reiterated in the Online Gambling Regulations, which state that potential customers must verify their full names, birth dates, and ages (with a minimum age of 18) before they can activate an account.
Moreover, operators are tasked with disabling automated audience expansion features that could inadvertently reach minors. They must utilize existing audience controls, including age and geographic targeting, as well as placement exclusions.
For advertisements in software or during live events, operators need to enforce age restrictions such as age gates or ticket controls, particularly at events that involve industry associations. Additionally, there will be an official wait period for live broadcasts, during which advertising will be restricted from 30 minutes before to 30 minutes after these events.
The new rules also prohibit content that may suggest personal endorsements from individuals. Advertisements cannot promote excessive or impulsive gambling behavior. The regulator will scrutinize ads for their wording, imagery, audio, sequencing, and calls to action to determine if they create a sense of urgency or pressure.
All claims in advertisements must be verifiable in accordance with New Zealand’s Fair Trading Act 1986. Other prohibitions include restrictions on displaying images or videos of physical gaming machines and poker chips, as well as a specific ban on advertising jackpots from slot games, though promoting table game jackpots is permissible.
Furthermore, ads cannot reference luck, fate, rituals, or superstitions, nor should they imply that gambling is necessary or enhances life.
In terms of customer data protection, operators are not allowed to use individual customer behavior metrics to promote higher-risk gambling. Specifically, targeting players for bets exceeding their usual levels or advertising slot games to those who typically play table games is barred. Any direct communication channels such as email, texts, or direct messages must have clear, voluntary consent, and operators must comply promptly with unsubscribe requests.
Any advertising for bonuses, free spins, or similar incentives must clearly highlight all material terms. Promotions linked to new accounts can only be advertised on platforms licensed for online casino services or through compliant direct communications. Additionally, native ads, paid editorial content, and social media posts must contain explicit advertising disclosures within the advertisement itself.
