New Zealand ad guidance blocks luck references and under-25 targeting for casino marketing

New Zealand's Department of Internal Affairs (DIA) has published detailed advertising guidance for prospective online casino licensees, setting strict limits on how operators can promote their services. The guidance, released this week, accompanies the full Online Gambling Regulations 2026, which were published in June. The country remains on track for a 2027 launch of licensed iGaming, and the regulator is currently accepting expressions of interest from applicants; liberalisation plans were first announced in 2024.

Audience restrictions

The rules put audience protection at the centre of compliance. Advertisers must assess likely audience demographics and avoid any placement where minors could account for more than 20% of viewers. Ads are prohibited near schools, youth events, platforms popular with under-18 users, and many social media or livestream channels. Formats likely to appeal to minors, such as cartoons, mascots and youth-oriented music, are also banned from gambling marketing.

Operators cannot target advertising at people under 25 unless they can demonstrate robust age-verification and exclusion systems that effectively block under-18 access. This aligns with the existing Online Gambling Regulations, which require customers to verify their full name, date of birth and age before an account is activated.

Audience controls must be actively maintained. Automated audience expansion features that could broaden reach to minors must be disabled, and operators should use existing controls such as age and geographic targeting and placement exclusions. For ads embedded in software or live events, age restrictions or ticket controls must be in place, and live broadcast advertising is subject to a 30-minute blackout either side of the event.

Content prohibitions

Content restrictions extend beyond placement. The guidance bans content that implies personal endorsement by individuals, and marketing must not encourage excessive, impulsive or continuous gambling. Regulators will review wording, imagery, audio, sequencing and calls to action to determine whether an ad creates urgency or pressure. Claims must be verifiable and comply with New Zealand's Fair Trading Act 1986.

Further content rules prohibit images or videos of physical gaming machines and poker chips, and advertising for slot game jackpots is banned outright, though table game jackpots may still be promoted. Adverts must also avoid references to luck, fate, rituals or superstitions, and cannot present gambling as necessary or life-enhancing.

Data and direct marketing

The guidance also tightens the use of customer data in marketing. Operators cannot use individual behaviour metrics to steer players toward higher-risk gambling, such as encouraging bets above a player's normal level or promoting slots to table game players. Direct marketing by email, text or direct message requires clear, voluntary consent, and unsubscribe requests must be honoured immediately.

Bonus and inducement advertising must display all material terms prominently. New-account inducements may only be promoted on licensed online casino platforms or through compliant direct communications. Finally, native ads, paid editorial and social media posts must carry explicit advertising disclosures within the advertisement itself.