New Zealand’s Online Casino Gambling Bill could be the most restrictive
New Zealand could become the latest country to ban affiliate marketing for casinos , with the Online Casino Gambling bill expected to pass later in 2026.
Within this, paid influencer endorsements and affiliate arrangements will both be prohibited for online gambling operators – making these laws some of the most restrictive around the globe.
As domestic online casinos are illegal in New Zealand, residents must use offshore platforms – a market which generated around NZD$1.3 billion (roughly £600mn) in 2025.
Using offshore casinos has given rise to safety and security concerns from prolific use of potentially dangerous sites, which the New Zealand government is looking to address with new regulation.
The proposed law will close the licensing channel for igaming affiliates, with only 15 licensed operators able to advertise directly – essentially banning affiliate marketing and influencer endorsements.
The strength of enforcement will decide the shape of the igaming landscape in New Zealand going forward. Strict enforcement will likely see offshore operators heavily disrupted and operating in a legal grey area.
Stricter regulations coming in globally
New Zealand is not the only country to ban affiliate marketing for igaming. Public health concerns have fuelled an industry trend towards sudden and severe regulatory restrictions.
Stricter regulations have tightened markets around the world as recent developments in Italy introduced a blanket ban on advertising and sponsorships across all types of gambling; in Belgium, the government banned ads across all public spaces. Brazil brought heavy restrictions on how, where, and when betting operators can promote themselves.
Denmark is also looking to introduce strict new requirements for the sports marketing industry, which includes a ban on gambling ads during or before live sports transmissions, bans on live odds displays, and content restrictions on gambling ads on public transport or within 200 metres of schools.
The igaming affiliate landscape is fast evolving, and smaller affiliates face an incredibly difficult market to navigate.Influencer-led content creation, although once an important facet of promotion, is now heavily restricted in many regions.
If smaller affiliates decide that these markets are simply too complex to navigate, this could leave them turning to unlicensed operators.
