New Zealand Regulator Orders 20Bet to Stop Targeting Players
The Department of Internal Affairs (DIA) has formally instructed the offshore gambling operator 20Bet to stop its advertising campaigns targeted at New Zealanders. The move reflects the regulator’s stance against illegal promotion of overseas betting to local consumers.
Targeted Ads Trigger Regulatory Response
20Bet, a company registered in Cyprus, had been running paid advertising on digital platforms such as YouTube, promoting its online sportsbook and casino products while explicitly referencing New Zealand users. DIA gambling director Vicki Scott confirmed that the regulator had identified and acted against the campaign, which used phrases like “taking risks is something that Kiwis like doing” to appeal to local culture.
Such messaging, the DIA noted, represents a clear attempt to solicit participation from New Zealand residents. The department stressed that these ads violate the Gambling Act 2003, which bans promoting or advertising overseas gambling services to the domestic market. Authorities have also reminded global operators that even indirect marketing to New Zealand users constitutes a breach under current legislation.
Implications for Offshore Operators and Local Protection
The DIA announced that it will continue monitoring 20Bet and other offshore operators to ensure compliance and may pursue further enforcement action if violations persist. Advocacy groups, including the Problem Gambling Foundation, have welcomed the regulator’s decision, highlighting repeated instances of aggressive marketing by unlicensed overseas gambling sites.
The Foundation emphasized that such ads often target vulnerable individuals and undermine harm-prevention measures established by local law. The case also underscores the ongoing challenge of jurisdiction in online gambling oversight, as many offshore operators exploit gaps in international enforcement. New Zealand authorities are now considering closer cooperation with global tech platforms to improve transparency and block non-compliant gambling content.
