PGF Services urges ban on online casino advertising in New Zealand

The Problem Gambling Foundation (PGF) Services has called for a prohibition on online casino advertising in New Zealand to reduce gambling harm ahead of the market launch. PGF Services’ Principal Advisor, Advocacy and Engagement, Andree Froude, told RNZ’s Ingrid Hipkiss that advertising encourages gambling and therefore should be banned if the new regulated market is to protect the most vulnerable.

PGF Services' position and WHO backing

Froude told RNZ:

"Look, advertising works. We know that. That's why these companies spend so much money on it, but if we're really serious about preventing harm, then we need to prohibit gambling advertising."

She also cited the World Health Organisation, saying: "The World Health Organisation agrees with that. It says that it's an essential first step for governments to take to be able to curb the damage that gambling is causing to public health."

Regulatory context and the licence process

New Zealand’s Department of Internal Affairs (DIA) completed an auction process last week and confirmed that 11 companies could apply for one or more online casino licences. The government is licensing the market to move players away from unregulated operators into a regulated framework with statutory protections and oversight. Successful applicants must submit a business plan and strategies for their operations, including advertising and marketing, as part of the DIA application.

Jarrod True, Director at True Legal, told iGaming Expert that licensed operators will be able to advertise lawfully in New Zealand "but within a tightly controlled framework: prohibition on influencer marketing, affiliate arrangements and sponsorships; strict controls on content, placement and audience targeting; and a clear prohibition on references to other forms of gambling, including sports betting." True's description outlines the restrictions the DIA will assess during licensing.

Enforcement and resourcing of the Department of Internal Affairs

Froude said the introduction of regulation provides guardrails and that the government's reasoning gives her confidence in protections and funding for treatment, but she pressed for enforcement capacity. She said:

"Having a big penalty is only numbers on paper if we don't enforce it. We've got to make sure that the DIA is resourced to be able to keep an eye on what's going on with these operators, to make sure that they're complying with our laws, and it's only going to be as good as the enforcement."

She added that breaches should be taken to court where necessary.

Timeline, obligations and public register

Online casino licences are expected to be issued to successful applicants from early 2027, subject to applicants providing robust applications and meeting all licensing requirements. The market’s launch is scheduled for next July. Operators preparing their applications may continue to operate in New Zealand until licence decisions are made.

Any operator that was unsuccessful in the auction, or did not participate in the licensing process, must stop providing online casino offerings in New Zealand by 1 December 2026. Brand names that will be used in New Zealand have not been published; approved brands will be published on a DIA-owned public register once licences have been granted. Preparations by prospective operators must include plans for lawful activity and the restricted advertising approach the DIA will evaluate.

What remains under discussion

PGF Services favours a full advertising ban to reduce exposure that could increase harm. Regulators and legal advisers are instead designing a tightly controlled advertising framework that differentiates lawful promotion under licence from the unregulated market that will be closed off to unsuccessful or non-participating operators by 1 December 2026. The balance between permitted promotion and the protections PGF Services seeks will be determined through the DIA’s licensing assessments and enforcement capability.