New Zealand is on the cusp of issuing licences for commercial online casinos, but to protect players from gambling harm, advertising should not be part of the upcoming regulated market, according to the Problem Gambling Foundation (PGF) Services’ Principal Advisor, Advocacy and Engagement, Andree Froude.
Speaking to Ingrid Hipkiss of RNZ, Froude noted that the impact advertising can have on encouraging people to gamble means that it should be banned if New Zealand is serious about protecting the most vulnerable from gambling harm.
Froude said: “Look, advertising works. We know that. That’s why these companies spend so much money on it, but if we’re really serious about preventing harm, then we need to prohibit gambling advertising.
“The World Health Organisation agrees with that. It says that it’s an essential first step for governments to take to be able to curb the damage that gambling is causing to public health.”
Last week, New Zealand’s Department of Internal Affairs (DIA) confirmed that 11 companies could apply for one or more of the online casino licences available following completion of the auction process.
The country’s government is licensing its online casino market to improve player protection, taking players away from unregulated operators where they are unprotected, to a regulated market where protections are in place and regulator oversight can happen effectively.
New Zealand online casino advertising
As part of the New Zealand online casino process, those who have received the right to apply for a licence must provide the DIA with a business plan and strategies for their operations, including advertising and marketing, to help determine if they should be granted a licence.
Jarrod True, Director at True Legal, recently provided iGaming Expert with a breakdown of the upcoming online casino market, including its advertising.
True stated: “Licensed operators will, for the first time, be able to advertise lawfully in New Zealand, but within a tightly controlled framework: prohibition on influencer marketing, affiliate arrangements and sponsorships; strict controls on content, placement and audience targeting; and a clear prohibition on references to other forms of gambling, including sports betting.”
DIA must be resourced
When asked if the government’s reasoning to legislate online casinos gives her confidence that there will be protection from harm and funding for treatment, Froude said that it does since the regulation introduces guardrails.
However, she also pushed for the DIA to be given the necessary tools to make sure operators comply with the law.
Froude added: “Having a big penalty is only numbers on paper if we don’t enforce it.
“We’ve got to make sure that the DIA is resourced to be able to keep an eye on what’s going on with these operators, to make sure that they’re complying with our laws, and it’s only going to be as good as the enforcement.
“If it needs to go to court, if they breach our laws, then it should go to court.”
Next steps
Ahead of the market’s launch next July, online casino licences are expected to be issued to successful applicants from early 2027, subject to applicants providing a robust application and successfully meeting all licensing requirements.
Since they are subject to change in the application process, brand names that will be used in New Zealand haven’t been published. Approved brands will be published on a DIA-owned public register once their licence has been granted, and operators preparing their applications for approval may continue to operate in New Zealand.
Any operator that was unsuccessful in the auction, or didn’t participate in the licensing process, must stop providing online casino offerings in New Zealand by 1 December 2026.
