18 October 2026
Five months after legalizing online casino gambling, the New Zealand government has moved to restrict promotions and advertising for the industry. Cabinet last November set a 200% or $200 cap, whichever is lower, on bonuses and inducements.
It also agreed bonuses and inducements cannot encourage impulsive or excessive gambling, or be used to discourage players from withdrawing their winnings.
In October 2026, the Department of Internal Affairs warned offshore casinos and digital agencies servicing them that online casino gambling ads remain banned for now, though licensed local operators will eventually be permitted to advertise with restrictions.
The DIA says it now has authority to issue takedown notices and impose fines up to NZ$10 million for violations. That's twice the previous maximum penalty under gaming laws.
Advertisers should monitor how the government limits casino promotions and inducements.
Last November, Cabinet decided that inducements cannot promote excessive or impulsive gambling, or deter players from cashing out their winnings. The same document showed Cabinet agreed bonuses must be presented in clear terms.
The government has already prohibited paid endorsements, including from social media influencers. Bonuses cannot appear in general advertising, but only in direct marketing or the operator's own platform.
Materials "must not portray, support, or promote extended, continuous, excessive, or impulsive play". They also "must exclude phrases like 'Win Big' or '$ Symbols', unless referring to a fixed prize or realistic estimate of potential winnings."
When announcing the rules, the government highlighted that online casino players face a weekly spending limit of NZ$800.
Officials cited "substantial research demonstrating that marketing tactics stimulate brain reward systems, fuel gambling addiction, and increase participation rates, spending, and harm among vulnerable groups."
These findings echo a 2012 Journal of Gambling Studies article titled "Marketing drives gambling behavior: A statistical review".
"Incentives may include sign-up bonuses, matched deposits, loyalty rewards, and time-sensitive promotions tied to betting thresholds" the research noted. "Advertising plays a major role in Australia's rising gambling participation and expenditure."