Problem Gambling Foundation Calls for Gambling Advertising Ban in New Zealand

New Zealand’s Problem Gambling Foundation is calling for a ban on gambling advertising as the country prepares to introduce its regulated online casino market.

Advocacy director Andree Froude raised the issue during RNZ’s Morning Report on Monday, 19 October. She argued that advertising restrictions need stronger enforcement and questioned the promotional practices of offshore operators seeking access to the future licensed market.

Her comments shift attention from which companies might receive licences to how authorities will protect people from gambling promotions during the transition and beyond

Foundation Questions Offshore Advertising Practices

Froude said offshore gambling companies had used social media, influencers and other promotional methods to reach New Zealanders despite existing restrictions.

She argued that preventing harm requires a broader approach to advertising, telling RNZ:

“If we’re really serious about preventing harm, then we need to prohibit gambling advertising.”

The foundation also wants regulators to consider operators’ previous conduct when assessing their suitability for a licence. Its concern is that businesses entering the regulated market should demonstrate respect for New Zealand’s rules before receiving approval.

That puts compliance history alongside the financial and operational requirements applicants must meet.

Online Casino Advertising Is Already Prohibited

The call for a wider ban comes while online casino advertising remains prohibited in New Zealand.

According to the Department of Internal Affairs’ guidance for advertisers, the Online Casino Gambling Act took effect on 1 May 2026 and introduced new enforcement powers.

These include takedown notices and pecuniary penalties of up to NZ$5 million for unlawful advertising. The rules can apply to people who publish prohibited advertisements or arrange their publication, including influencers and content creators.

The DIA says it has been engaging with social media, technology and media providers to establish processes for removing unlawful content efficiently.

The foundation’s position goes further than enforcing the current prohibition. It wants gambling advertising itself prohibited as a harm-prevention measure.

Auction Success Does Not Guarantee a Licence

The debate follows confirmation that 11 entities secured the right to apply for New Zealand’s 15 available online casino licences.

As Casino.com previously reported, New Zealand’s successful online casino auction bidders must now complete further regulatory assessments.

Winning an application right does not mean a company already holds a licence or has permission to advertise.

Applicants must demonstrate their suitability and provide detailed strategies covering advertising, consumer protection, harm prevention and compliance. The DIA says an operator’s compliance history may be considered during the licensing process.

Enforcement Remains Central to the Debate

Froude also questioned whether penalties will be effective without sufficient resources to monitor operators and act against breaches.

She called for the DIA to have the capacity to check compliance and enforce the rules, arguing that large penalties alone do not provide protection.

The department’s current framework envisages restricted advertising by licensed operators once the licensing process is complete. Its guidance also identifies prohibitions on affiliate marketing and paid endorsements among the initial advertising policy decisions.

From 1 December 2026, providers that have not applied for a licence must stop serving New Zealand customers. Those awaiting a decision may continue operating under transitional arrangements, without advertising. The fully licensed regime is expected in 2027.

The immediate issue is how effectively existing restrictions are enforced. The wider debate is whether allowing restricted advertising in the future will offer enough protection.