New Zealand has introduced some of the country’s toughest gambling advertising standards, prohibiting licensed online casino operators from suggesting that luck, fate, superstitions or rituals can influence gambling outcomes as part of its new regulated market.
The restrictions form part of the Online Casino Gambling Regulations 2026, which support the implementation of the Online Casino Gambling Act. The rules are designed to reduce gambling-related harm ahead of the country’s first licensing process for online casino operators.
Under the regulations, advertisements must not imply that players can improve their chances of winning through lucky charms, rituals, beliefs or fate. Marketing is also banned from exaggerating the role of skill in games where skill does not affect the outcome or from overstating its influence in games where it plays only a limited part.
The legislation also blocks a broad range of other advertising practices considered misleading or potentially harmful. Operators cannot claim gambling will improve a person’s financial position, career, relationships or self-esteem, nor suggest it offers an escape from personal problems or serves as an alternative to employment or investment. Advertising that creates a sense of urgency, discourages players from stopping, or makes vague claims about large potential winnings is likewise prohibited.
New Zealand’s new framework also introduces strict controls over where gambling advertisements can appear. Once licensed operators are permitted to advertise, marketing will face restrictions across television, radio, print and public spaces. Sponsorship-style promotions, affiliate advertising and many forms of inducement advertising will either be prohibited or heavily restricted, while all advertisements must carry responsible gambling messaging.
The Department of Internal Affairs (DIA), which oversees the new regime, has already warned advertisers, influencers and digital platforms that unlawful online casino advertising could result in enforcement action. The regulator now has the authority to issue takedown notices and seek financial penalties of up to NZ$5 million for illegal gambling advertisements. Licensed operators will only be allowed to advertise after the government’s competitive licensing process is completed, with a maximum of 15 licences expected to be issued.
The advertising rules form part of a wider regulatory package aimed at consumer protection. Licensed operators will also be required to implement deposit and spending limits, mandatory breaks in play, self-exclusion tools, enhanced customer verification procedures, restrictions on loyalty programmes and inducements, and stronger problem gambling interventions.
The New Zealand government has positioned the framework as a way to channel players toward regulated operators while maintaining robust safeguards against gambling harm, with the fully regulated online casino market expected to launch in 2027 following completion of the licensing process.