NZ’s Casino Ad Crackdown: New Rules for Promotions

New Zealand is about to change how online casinos work — and how they advertise.

In mid-2025, the government introduced a new bill to legalize and regulate online gambling platforms. For the first time, licensed casinos may be allowed to advertise in the country.

But not everyone is on board. Critics say this could lead to a surge in gambling ads, with little protection for young people and vulnerable users.

Casinoble, a trusted review platform for legal casinos, welcomes the move toward safer regulation — but urges strong rules on marketing and bonuses.

In this post, we break down what’s happening, what the risks are, and where New Zealand might be headed next.

What Happened

New online casino bill

On 30 June 2025, the New Zealand Government released the Online Casino Gambling Bill. It introduces a licensing system for online casinos and aims to bring offshore gambling operators under New Zealand’s legal framework.

Right now, foreign casinos operate in NZ without licenses. They advertise to local users but aren’t taxed or held to local rules.

The bill proposes:

A maximum of 15 licenses is available
Rules around player safety and responsible gambling
Strict advertising regulations (to be developed under Clause 77)

This is a major shift from the current approach, where all advertising for offshore casinos is banned but poorly enforced.

Advertising under Clause 77

The bill gives lawmakers the power to regulate:

Ad content and style
When and where ads appear
Who ads target
Bonuses and inducements

The goal is to protect vulnerable groups, especially children, from overexposure and harmful messages.

Operators that break the rules could face:

Warnings and takedown orders
Fines up to NZD $5 million
Loss of license

These ad rules will not be written until after the bill passes. Until then, many concerns remain.

Why critics are worried

Groups like the Problem Gambling Foundation and Pub Charity say the current draft doesn’t go far enough.

Martin Cheer of Pub Charity warned that this law could unleash a “tsunami of advertising” across TV, online platforms, and social media.

He fears ads will use:

Push notifications
Aggressive bonus offers
Influencer endorsements

Andree Froude from the Problem Gambling Foundation gave a clear example:

One woman was offered a “$1,000 free bonus” with no deposit, only to discover she had to wager it 40 times before any payout was allowed.

These tactics may continue under the new bill unless clearly banned.

Impact on communities

There’s another risk: community harm from funding loss.

Physical pokies in clubs currently send profits to local charities and sports teams. If more people move to online casinos, local funding will drop.

Community groups are calling for a clear strategy to protect this vital income stream.

Where It Leads

Legal casino ads — under limits

By early 2026, licensed online casinos in New Zealand could legally advertise. This means users may start seeing:

TV ads for licensed casino platforms
Social media campaigns with affiliate links
Sponsored content or reviews

But the government says only licensed operators will be allowed to promote themselves. Offshore platforms that aren’t licensed will still be banned. The aim is to create a controlled ecosystem that:

Encourages responsible play
Protects users
Raises tax revenue
Drives traffic to safer platforms

Ad rules still unclear

The actual regulations will be drafted under Clause 77. They must balance commercial viability with public health. Potential measures include:

Bans on celebrity endorsements
Limits on when ads can air (e.g., no daytime slots)
Restrictions on bonus wording like “risk-free” or “guaranteed win”
Age-gating and geo-blocking online promotions

Platforms like Casinoble, which focus on comparing regulated casinos, may play a key role in guiding users to licensed, safe operators.

Public reaction

The public response is mixed.

Some believe regulation is better than prohibition. Others fear that once ads are allowed, addiction rates may rise, especially among youth and problem gamblers. A survey by NZ Online Gambling Watchdog found:

68% of New Zealanders oppose bonus-based ads
49% are against online casino advertising altogether
81% want time-of-day restrictions

Industry response

Industry players like Entain and Sky City support the bill — but want clarity on ad rules. Sky City, which operates NZ’s major land-based casino, says they’ve lost ground to offshore brands that illegally advertise now.

Conclusion

New Zealand’s Online Casino Gambling Bill will transform the local gambling market.

It offers a chance to create a safer digital environment — but only if the upcoming ad regulations are clear, enforceable, and focused on harm prevention.

Platforms like Casinoble will play a major role in helping players find licensed, responsible options. Casinoble supports this transition — as long as user safety and transparency come first.

The government now has a window to design world-leading gambling ad policies. If they get it right, NZ can become a model for balancing freedom and protection in the digital age. If they fail, it could flood the market with promotions and hurt the very people the system aims to protect.

We’ll be watching the Select Committee’s changes, the drafting of ad rules under Clause 77, and the launch of licensed operators in 2026.

Casinoble remains committed to promoting responsible gambling — and helping users choose the safest, most trustworthy options.

Lukas

Head of content

Lukas is one of the leading authors at Casinoble. He entered the casino world through his passion for online poker. Lukas is also a dedicated sports betting fan. At Casinoble, Lukas usually writes about Live Dealer Games, Sportsbetting and Betting Strategies.

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