New Zealand Sets Strict Online Casino Advertising Rules

New Zealand has set detailed advertising limits for licensed online casino operators ahead of the regulated market launch planned for 2027. The rules place age controls, audience targeting and safer gambling at the centre of every campaign.

Good To Know

• Casino ads cannot use channels where more than 20% of the likely audience is under 18.
• Cartoons, mascots and creative styles linked to youth culture are barred.
• New customer bonuses can only appear on licensed casino platforms.

New Zealand Sets Youth Audience Limit

Operators must assess the expected audience for each advert. Placements are not allowed where people under 18 are likely to account for more than 20% of viewers.

The restriction covers schools, youth events, online games, social media areas and livestream channels with large under-18 audiences. Advertisers must also use available age, location and placement controls while switching off automated audience expansion tools that could reach minors.

Creative content faces a separate test. Ads cannot use cartoons, mascots, avatars, video game characters, youth humour, clothing styles or music likely to appeal to children. Operators also cannot target people under 25 unless platform controls can prevent exposure among anyone under 18.

DIA also confirmed a gambling advertising blackout around live broadcasts. The ban starts 30 minutes before coverage begins and ends 30 minutes after coverage finishes, including pre-event and post-event programming.

Player Data And Bonus Ads Face Limits

Licensed operators cannot use individual gambling behaviour to encourage riskier play. Examples include promoting higher stakes than a player normally uses or sending slot offers to customers who only play multiplayer card games.

Email, text and social media messages require informed consent. Silence or acceptance of unrelated terms cannot count as approval, while opt-out requests must be followed. Self-excluded customers cannot receive direct casino advertising.

Bonus, free spin and inducement ads must display all important conditions clearly. Offers linked to account creation can only appear on a licensed online casino platform. Other inducements may also use compliant direct communication.

The guidance bans personal endorsements, affiliate payments based on deposits or play, physical gaming machine imagery, poker chips and slot jackpot advertising. Table game jackpots remain available for promotion.

Ads also cannot create urgency, encourage continuous gambling or claim that luck, rituals or fate affect results. Native advertising, paid articles and social media promotions must clearly identify themselves as online casino advertising.

New Zealand opened expressions of interest on July 17, with submissions due by August 14. Up to 15 licences will be available through an auction and application process. Online casino advertising remains prohibited until an operator receives a licence.

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