New Zealand opts not to follow in Australia’s footsteps and instead will focus on its casino bill.
The Department of Internal Affairs (DIA) in New Zealand has announced it will hold off on introducing gambling ad reforms.
The department has confirmed it is monitoring the upcoming crackdown from the Australian government on gambling ads, but will assess their effectiveness before deciding whether to enact similar measures.
The Australian reforms come after years of dissatisfaction within the community regarding the frequency of gambling ads. The pushback from the community even prompted large agencies to take matters into their own hands, with Sportsbet paying for in-stadia advertising space that it chose to keep blank.
Instead, New Zealand will focus on its upcoming Online Casino Gambling legislation, which is currently in its final stages. This bill, set to come into force on 1 December 2026, will see up to 15 online casino gambling licenses up for auction.
From 1 June 2027, only operators which hold an official license will be allowed to operate within the New Zealand online casino market.
Critics, including Sportsbet, have argued that an Australia-like ban and “overly blunt” restrictions could have “unintended consequences”, such as driving more Australians towards illegal offshore betting which is not limited by the same strict conditions, facing comparatively little friction and cost.
Although offshore casino operators may face tough enforcement, those in legally grey areas may continue to entice customers outside of the scope of the regulations.
If New Zealand does decide to introduce new gambling ad rules, the DIA has indicated they might come in a similar shape to the Australian legislation, including limiting ads during broadcasts with significant child audiences, banning endorsements and sponsorships, and restricting placements where over 20% of the audience is under 18, according to the Asia Gambling Brief.
Australia is not the only country to restrict gambling ads, with Belgium and Italy having strict bans on almost every type of ads, including sports sponsorships, social media, targeted ads, and TV and radio ads.
