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The push to regulate gambling advertising has reached new heights. Authorities have stepped up efforts to tackle social media influencers who promote offshore online casinos. This crackdown, led by the Department of Internal Affairs (DIA), signals a significant shift in how gambling promotions will be enforced moving forward.
The crackdown on influencers
Recently, the ASA sent out its first batch of takedown notices to social media personalities endorsing foreign gambling sites. A clear violation of the Gambling Act. Influencers promoting these offshore casinos could now face hefty penalties, with fines of up to £8,000 per breach. This move is not only a reminder of the growing regulatory focus on gambling but also underscores how influencers, once seen as key marketing partners, are now under intense scrutiny.
Google ads gambling policy updates and compliance
As the regulatory landscape tightens, Google Ads is expected to ramp up its policy updates to align with these stricter rules. The tech giant may soon introduce new compliance measures aimed at ensuring influencers and advertisers adhere to the legal requirements set by the DIA—particularly when it comes to promoting offshore casinos.
Authorities are also keeping a close eye on at-risk communities, such as Māori, who are disproportionately affected by gambling harm. The introduction of up to 15 online casino licences in 2026 could further complicate this landscape, potentially opening the door for foreign-owned operators to advertise within the country. This has sparked debate among advocacy groups like the Problem Gambling Foundation, which has called for a complete ban on gambling adverts to protect at-risk groups.
As the government prepare for these changes, influencers and advertisers must stay vigilant, ensuring they stay within the boundaries of the new gambling regulations to avoid costly fines and penalties. The days of promoting offshore gambling sites without consequence are rapidly drawing to a close, and both influencers and businesses must adapt to this shifting regulatory environment. Given the significant risks, influencers and advertisers must vigilantly track Google Ads policy gambling updates to prevent substantial penalties.
