New Zealand bans luck, fate and superstition in gambling ads
New Zealand has introduced new gambling advertising rules that ban licensed online casino operators from using references to luck, fate, rituals or superstition in their marketing.
The guidance, released by the Department of Internal Affairs (DIA), sits alongside the Online Gambling Regulations 2026 and sets out advertising requirements for future online casino licence holders. The rules are part of the government’s preparations for a regulated online casino market, which is expected to launch in 2027.
The update comes shortly after New Zealand opened the first stage of its online casino licensing process, which will award up to 15 licences through a competitive auction.
New rules focus on protecting young people
The guidance requires operators to take steps to ensure gambling advertising does not reach minors. Advertisers must consider audience demographics and avoid placements where people under 18 could account for more than 20 per cent of viewers. Gambling ads will also be banned near schools, youth events, platforms popular with under-18s and certain social media and livestreaming channels.
Content likely to appeal to younger audiences, including cartoons, mascots and youth-focused music, cannot be used in gambling advertising. Advertising aimed at people under 25 is prohibited unless operators can show they have effective age-verification systems and safeguards that prevent access by under-18s.
Audience controls and advertising restrictions
The DIA said operators must use available audience-targeting tools and switch off features that could expand advertising reach to unintended audiences. This includes age and location targeting, placement exclusions and disabling automated audience expansion tools.
Additional rules apply to sponsorships, software integrations and live events. Where gambling advertising appears in settings that may attract younger audiences, operators must put age restrictions and access controls in place.
Advertising around live broadcasts will also be restricted. Gambling ads cannot be shown from 30 minutes before an event starts until 30 minutes after it finishes.
Luck, fate and endorsements banned
The guidance specifically bans advertising that suggests gambling outcomes are influenced by luck, fate, rituals or superstition. Operators are also prohibited from using advertisements that imply personal endorsements or suggest gambling is a route to success, happiness or a better lifestyle.
The regulator said advertising must not encourage excessive, impulsive or continuous gambling. It will consider factors such as wording, images, audio and calls to action when assessing whether an advert creates pressure to gamble.
Advertising claims must be accurate, supported by evidence and comply with New Zealand’s Fair Trading Act. The rules also ban images of physical gaming machines and poker chips. Slot jackpots cannot be advertised, although promotions for table game jackpots remain permitted.
Restrictions on customer data and promotions
The guidance places limits on how operators can use customer data for marketing. Companies cannot use individual behavioural data to encourage riskier gambling. For example, operators cannot target players with wagers higher than their usual spending levels or promote slot games based on activity in other gambling products.
Direct marketing through email, text messages and direct messages will require clear consent from customers. Operators must also honour unsubscribe requests without delay. Bonuses, free spins and other promotional offers must clearly display all important terms and conditions. Promotions linked to new accounts can only be advertised through licensed online casino platforms or approved direct communication channels. The guidance also requires sponsored content, native advertising and social media promotions to clearly identify themselves as advertising.
Licensing process continues ahead of 2027 launch
The advertising rules form part of New Zealand’s move towards a regulated online casino market under the Online Casino Gambling Act 2026.
The Department of Internal Affairs opened Expressions of Interest on 17 July as the first step in a three-stage licensing process that includes an auction and a final licence application stage. Up to 15 online casino licences will be issued, with each licence linked to a single brand. The regulated market is expected to become operational in 2027.
New Zealand closes greyhound racing industry
The changes come as New Zealand implements another major gambling-related reform. On 31 July, commercial greyhound racing officially ended ahead of a nationwide ban taking effect on 1 August.
TAB New Zealand will fund an NZ$60 million ($35 million) transition programme to support the industry’s closure and help rehome around 1,400 greyhounds. The Greyhound Transition Agency will oversee the process and provide assistance to owners and trainers while permanent homes are found.
Racing Minister Winston Peters said the transition would be funded by industry resources rather than taxpayers. The closure follows legislation passed earlier this year after several independent reviews found injury and fatality rates remained too high despite previous reforms. While domestic greyhound racing has ended, TAB New Zealand will continue to offer betting on overseas greyhound races.
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