New Zealand Tightens Online Gambling Ad Rules

New Zealand has introduced new advertising restrictions for licensed online gambling operators under the Online Gambling Regulations 2026, with the measures enforced by the Department of Internal Affairs (DIA).

The updated rules prohibit operators from using advertising that suggests luck influences gambling outcomes or includes language implying that gambling can lead to happiness, success or a better quality of life.

The regulations also ban gambling advertisements within 2 kilometres of schools and on platforms primarily used by people under the age of 18. In addition, operators are no longer permitted to use cartoons or mascots in their promotional campaigns.

Licensed casino operators must ensure their advertising is targeted according to age and geographic location, while automated audience expansion tools must be disabled as part of their marketing practices.

The new framework further restricts the use of promotional content featuring gambling progress, images of gaming machines, or poker chips. Operators are also prohibited from promoting gambling offers or delivering personalised advertisements encouraging people to gamble with real money.

The advertising measures follow the launch of the first stage of New Zealand’s online casino licensing process, through which up to 15 licences are expected to be awarded via a competitive auction.