Could New Zealand's Affiliate Ban Push Players Towards Scam Casinos?

New Zealand's regulated online casino market is expected to launch in 2026, marking one of the biggest changes to the country's gambling landscape in decades. Under the proposed framework, up to 15 online casino licences will be awarded, creating a regulated alternative to the offshore gambling sites currently used by many Kiwi players.

One aspect of the new regime that has attracted industry attention is the decision to prohibit affiliate marketing. While the restriction is intended to limit gambling advertising and customer acquisition activity, questions remain about whether the policy could create unintended consequences for consumers.

The challenge for regulators is balancing advertising restrictions with the need to help players identify safe and licensed gambling options

New Zealand Takes a Different Approach to Affiliate Marketing

The Department of Internal Affairs has made it clear that affiliate marketing will not be permitted under the new online casino licensing regime. Licensed operators will be unable to partner with affiliate websites that receive commission for referring players.

The policy forms part of a broader effort to reduce gambling-related advertising and minimise potential harm. From a public policy perspective, the reasoning is understandable. Governments around the world continue to face pressure to reduce gambling advertising.

However, affiliate marketing occupies a unique position within the gambling industry and is often viewed differently from traditional advertising.

Affiliates Often Act as Consumer Guides

While some affiliates focus heavily on promotions and bonuses, many operate as information resources that help players make informed decisions.

Affiliate websites frequently publish detailed casino reviews, explain licensing information, compare payment methods and provide guidance on responsible gambling tools. They also play an important role in highlighting rogue operators, reporting scams and exposing misleading bonus terms.

For many players, affiliate websites are the first stop when researching a casino. Players often search for reviews, payment options, withdrawal experiences and safety information before creating an account.

Could The Policy Create Unintended Consequences?

Critics of the affiliate ban argue that players will continue searching online for casino information regardless of the restrictions placed on licensed operators.

The concern is that if licensed casinos cannot work with affiliates, search results may become dominated by offshore review sites, unregulated marketing content or websites that provide little distinction between licensed and unlicensed operators.

This could create confusion for consumers attempting to determine which online casinos are authorised to operate in New Zealand and which remain offshore alternatives.

There is also the risk that scammers and misleading websites could fill gaps left by legitimate information providers. Without clear educational resources available through trusted industry channels, some players may find it more difficult to identify safe gambling options.

The Importance of Channelising Players to Licensed Operators

One of the primary goals of gambling regulation is channelisation – the process of encouraging players to choose licensed operators rather than unregulated alternatives.

Successful channelisation helps ensure that players benefit from consumer protections, responsible gambling tools, dispute resolution processes and regulatory oversight.

Many international regulators have focused on making licensed operators easy to identify and access. Some industry experts believe affiliate websites can support this objective by directing players towards approved operators and educating consumers about the benefits of playing within a regulated market.

Whether New Zealand's affiliate ban ultimately strengthens or weakens channelisation remains to be seen.