New Zealand’s Department of Internal Affairs (DIA) has unveiled new guidelines for licensed online casino operators, detailing strict advertising rules aimed at preventing underage exposure to gambling. Released alongside the full Online Gambling Regulations 2026, the guidance outlines measures to ensure that ads don’t target individuals under 18. The nation is eyeing 2027 for launching licensed iGaming, having started accepting expressions of interest for online licenses from potential operators.
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Limiting Exposure to Minors
The guidance mandates that advertisers evaluate audience demographics to avoid minors making up more than 20% of viewers. Ads are barred from appearing near schools, youth events, or platforms popular with those under 18. Formats like cartoons and mascots, which might attract young audiences, are off-limits. But ads targeting individuals under 25 require proof of systems effectively verifying and blocking under-18 access. The original 2026 regulations highlighted the necessity for verifying customers’ full name, birth date, and age before account activation.
Enforcing Age Restrictions and Controls
Operators are directed to disable features like automated audience expansion that might reach minors inadvertently. They’re encouraged to use existing controls such as age and geographic targeting, placement exclusions, and to enforce age-gates for events, those with industry ties. Additionally, a wait period restricts advertising 30 minutes before and after live broadcasts.
Content and Practice Prohibitions
The rules ban ads that imply personal endorsements or encourage excessive gambling. The DIA will scrutinize ad wording, imagery, and calls to action to ensure they don’t create urgency or pressure. All claims must be verifiable under New Zealand’s Fair Trading Act 1986. Ads can’t feature images of gambling machines or promote slot jackpots, though table game jackpots remain permissible. References to luck or gambling as a life-enhancer are also banned.
Data Use and Consumer Protection
Operators must not use individual behavior metrics to push higher-risk gambling, including promoting inappropriate bet levels or slot games to table game players. Any direct communication—email, texts, direct messages—requires explicit, voluntary consent and compliance with unsubscribe requests. Advertising bonuses or spins needs to clarify terms prominently and can only appear on licensed platforms or through compliant direct messaging. Native ads and social media posts must clearly disclose their advertising nature. Looking ahead, the regulator’s detailed framework aims not only to protect minors but to set a precedent as New Zealand prepares for its 2027 iGaming launch. This will be watched closely by other jurisdictions, especially as DIA begins processing licenses.
Garry Sputnim is a seasoned journalist and storyteller with over a decade of experience in the trenches of global news. With a keen eye for uncovering stories that resonate, Alex has reported from over 30 countries, bringing light to untold narratives and the human faces behind the headlines. Specializing in investigative journalism, Garry has a knack for technology and social justice issues, weaving compelling narratives that bridge tech and humanity. Outside the newsroom, Garry is an avid rock climber and podcast host, exploring stories of resilience and innovation.
