This post is part of our Policy Updates hub — see all updates.
The New Zealand government have decided to auction 15 online casino gambling licences, allowing operators to legally advertise their services. Internal Affairs Minister Brooke van Velden explained that advertising is a key part of the new system. Without it, companies may not see the value in applying for a licence.
The change comes as the government moves to regulate the online gambling market and ensure that tax revenue is collected. Officials believe that allowing advertising for licensed providers can help steer players away from unregulated gambling sites.
Concerns over gambling harm
The decision has sparked concerns from gambling harm prevention groups. Andree Froude from the Problem Gambling Foundation strongly opposes allowing online casinos to advertise. She warns that adverts could encourage more gambling and make it harder for people struggling with addiction. Martin Cheer, managing director of Pub Charity Ltd, is also worried about the impact of more gambling adverts. He believes the market will become flooded with promotions, making it difficult for people to escape gambling-related content. Cheer points out that New Zealand already has plenty of advertising from Lotto, TAB, and offshore operators.
Google to tighten gambling ad rules
New Google Ads gambling rules are updating its advertising policies for Google Ads gambling regulations 2025 for gambling companies to match New Zealand’s new rules. Starting in April 2025, online casinos will have to meet strict requirements to run adverts on Google platforms. Companies must prove they are licensed and follow all local laws. Countries like the UK and Australia have already tightened their rules due to concerns about problem gambling.
Stronger rules and consumer protections
The government plan to enforce strict rules on gambling adverts, preventing misleading promotions and targeting vulnerable people. Licensed operators may need to offer deposit limits, self-exclusion, and clear risk warnings.
Foreign companies expected to dominate
Many expect large offshore gambling companies to win most of the 15 available licences. While local businesses can apply, the market is likely to be dominated by well-funded international operators. This could impact community groups that rely on gambling revenue. In New Zealand, money from gambling profits is often used to support local sports teams and charities. Some worry that a shift to online gambling could reduce funding for these programmes.
As the new rules take effect, the government will face pressure to ensure that gambling-related harm is minimised while still allowing a competitive market.
