New Zealand's Department of Internal Affairs has published final advertising requirements for online casino operators. The guidance was released this week alongside the full text of the Online Gambling Regulations 2026, which passed in June. The country plans to launch its licensed iGaming market in 2027 and is already accepting licence applications.
Operators must analyse audience demographics and may not place ads where minors could make up more than 20% of viewers. Placements near schools, at youth events, and on social media or streams with audiences under 18 are banned. Cartoon characters, mascots and music from youth culture are also prohibited.
Targeting users under 25 is permitted only if the operator can prove it has reliable age verification that blocks minors entirely. Automated reach-expansion tools that might catch people under 18 are banned. In live streams, ads are prohibited 30 minutes before and 30 minutes after the broadcast.
Behavioural targeting off limits
Operators may not use customer behavioural data to push riskier betting. Targeting players to wager above their usual level or offering slots to table-game customers is forbidden. Direct communication via email, SMS or DM requires explicit consent, and unsubscribe must work instantly.
Ads must not create pressure or a sense of urgency. References to luck, fate and rituals are banned, as are images of physical slot machines and chips. Slot jackpots may not be advertised; table-game jackpots may. All bonuses and free spins must carry terms written large and clearly.
Market liberalisation was announced in 2024. Before activating an account, operators must verify full name, date of birth and age, with a minimum of 18 years.
