PGF Services urges ban on online casino advertising in New Zealand

PGF Services has asked that online casino advertising be banned in New Zealand's regulated market, arguing that advertising promotes gambling and increases harm among vulnerable people. The request was made by Andree Froude, Principal Advisor, Advocacy and Engagement at PGF Services, in an interview with Ingrid Hipkiss of RNZ published after the Department of Internal Affairs (DIA) confirmed its licensing process.

Advertising ban and public health argument

Froude said, “advertising works. We know it. That is why these companies spend so much money on it,” and argued that if New Zealand wants to protect its most vulnerable people it should ban advertising for online casino gambling. Froude cited the World Health Organization in support: “The World Health Organization agrees. It says this is an essential first step for governments to reduce the harm that gambling does to public health.”

Status of the licensing process and requirements

Last week the Department of Internal Affairs confirmed that 11 companies will be able to apply for one or more of the online casino licences available once the auction process is complete. The Government is licensing the market with the stated aim of improving player protection and shifting users from unregulated operators to a supervised market.

As part of the process, those awarded the right to apply for a licence must submit to the DIA a business plan and operational strategies, including their advertising and marketing policies, so the regulator can assess whether they should be granted a licence. Jarrod True, director at True Legal, told iGaming Expert that licensed operators “will be able to advertise legally in New Zealand, but within a tightly controlled framework: no influencer marketing, no affiliate deals and no sponsorships; strict controls on content, placement and audience targeting; and a clear ban on references to other forms of gambling, including sports betting.”

Need for resources for the regulator

Froude said the regulation introduces guardrails and therefore gives some confidence about protection and funding for treatment, but she stressed the need to resource the Department of Internal Affairs to ensure compliance. “Having a large fine are just numbers on paper if we do not enforce them,” she said.

“We have to make sure the DIA is resourced to monitor what these operators do, to make sure they comply with our laws, and it will only be as good as the enforcement,” Froude said.

She added that if it is necessary to go to court for breaches, “if they break our laws, it should go to court.”

Timetable and obligations for operators

The market will launch next July and online casino licences are expected for applicants who meet all requirements from early 2027. Brand names that will operate in New Zealand have not been published because they may change during the process; approved brands will be published on a public register maintained by the Department of Internal Affairs once a licence is granted. Operators preparing their applications may continue to operate in New Zealand while they process a licence. Any operator that did not participate in the auction or that was not awarded a licence must cease offering online casinos in New Zealand before 1 December 2026.

Next steps

PGF Services' immediate focus is to secure the advertising ban and to ensure the Department of Internal Affairs has the supervisory capacity and ability to enforce sanctions, including court action if appropriate. Meanwhile, interested companies are advancing their business plans and marketing strategies to submit to the regulator. For details on the rules and the licensing process, see related coverage in regulation.