New Zealand Targets Social Media Influencers in Crackdown on Illegal Gambling Ads
New Zealand has launched its first formal enforcement action against social media influencers promoting unlicensed offshore gambling sites. The move is part of a broader regulatory overhaul aiming to tighten control over online gambling and protect vulnerable communities.
Influencers Receive First Legal Warnings
The Department of Internal Affairs (DIA) has taken unprecedented steps to address the growing issue of influencers promoting illegal gambling operations on platforms like Instagram and TikTok. According to Vicki Scott, Director of Gambling Regulatory Services, the DIA recently issued its first takedown notices targeting content creators actively advertising offshore online casinos.
“Influencers are using live streaming, promotional giveaways, and direct website links to online gambling. That is illegal under the Gambling Act”, said Scott.
Initial action includes formal warnings, but penalties could escalate quickly. Each violation could result in fines of up to NZD 10,000 (approx. $5,720 USD), with every unlawful post counted as a separate breach. So far, four warnings have been issued, and 13 additional cases are under investigation.
“We’ve been investigating this, and we will be taking actions in relation to those influencers who are very publicly and clearly breaking the law,” Scott added.
Advocacy Groups Call for Stronger Measures
While regulators have opted for a warning-first approach, some advocates argue that immediate penalties would send a clearer message. The Problem Gambling Foundation criticized the leniency, calling for fines from the outset to demonstrate the seriousness of the offense.
Andree Froude, a spokesperson for the foundation, expressed concern about how offshore operators are deliberately targeting Māori audiences using culturally relevant influencers.
“The blatant targeting by these casinos who are using Māori influencers is just appalling,” said Froude.
Data from the Ministry of Health reveals that Māori communities are disproportionately affected by gambling harm, with rates of moderate-risk or problem gambling three times higher than those of non-Māori.
New Licensing System to Launch in 2026
This enforcement action forms part of New Zealand’s broader gambling reform. Internal Affairs Minister Brooke van Velden recently announced plans to introduce a licensing regime for online wagering, allowing up to 15 regulated operators in the country’s future legal market. The launch is scheduled for February 2026.
Under the updated laws, unlicensed operators could face fines as high as NZD 5 million (around $2.86 million USD). The push for reform also includes steps to educate the public about the risks of black-market platforms, which often lack consumer protections and may delay or deny payouts.