New Zealand Issues Online Casino Advertising Rules Ahead of 2027 Launch

New Zealand has released advertising and marketing guidance for future licensed online casino operators, setting strict limits before the regulated market becomes fully operational in 2027.

New Zealand has introduced new advertising rules for online casino gambling as it prepares to launch a regulated licensing regime in 2027.

The guidance was issued by the Department of Internal Affairs as part of the implementation of the Online Casino Gambling Act 2026 and supporting regulations. The framework is designed to move New Zealand from an offshore-dominated market into a controlled system of licensed online casino operators.

DIA says the rules are intended to help consumers identify licensed platforms while reducing the risk that advertising normalises gambling, encourages excessive play or reaches people under 18.

Until the licensing regime is in place, online casino gambling advertising remains prohibited in New Zealand. Future licensed operators will be allowed to advertise only within the permitted methods and restrictions set out in the regulations.

The guidance places direct responsibility on operators for all advertising they publish or arrange to publish, including campaigns run by third parties. Operators must have systems covering design, approval, targeting, publication, monitoring and removal of non-compliant ads.

The rules prohibit personal endorsements, affiliate arrangements based on player conversion, misleading claims, messages that create urgency, and advertising that promotes excessive or impulsive gambling. Ads must also avoid implying that gambling improves a person’s life or is a necessary part of social success.

Customer data use will be restricted. Operators may use general demographic information for targeting, but they must not use individual customer behaviour to push higher-risk gambling, such as promoting larger stakes or different game types based on a player’s habits.

There are also strict age-protection requirements. Ads must not be placed where more than 20% of the likely audience is under 18, and creative elements cannot be designed to appeal to minors. Operators must use age-gating, exclusion controls and platform-level targeting tools to reduce underage exposure.

Inducement advertising will be limited to licensed platforms or direct communications where consent requirements are met. Self-excluded or operator-excluded customers must not receive gambling advertisements.

The advertising framework sits alongside New Zealand’s wider licensing timetable. Expressions of interest opened on 17 July 2026 and close on 14 August, followed by an auction in September and licence applications from October. Up to 15 licences will be available, each covering a single brand.

For operators, the message is clear: market access will depend not only on winning a licence, but on proving that marketing systems can meet New Zealand’s harm-minimisation and consumer-protection standards.

The rules make advertising compliance a central part of the country’s online casino model before the first licensed platforms go live.