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On 3 July 2026, two key documents came into force in New Zealand, shaping the future of online gambling in the country. The Online Casino Gambling Act 2026 and the Online Casino Gambling Regulations 2026 opened the path to establishing a regulated market in which up to 15 licensed operators may operate. Against this backdrop, the Advertising Standards Authority (ASA) has publicly clarified how the system of advertising complaints will function and where the dividing line lies between its own authority and the competence of the Department of Internal Affairs (DIA).
Two Agencies, Two Oversight Frameworks
The DIA administers the new act and regulations and therefore controls online casino advertising. The ASA continues to operate as an industry self-regulation body, applying its own codes to other forms of lawful gambling advertising. ASA Chief Executive Hilary Souter made the distinctions clear in an interview with SiGMA News: "The Online Casino Gambling Act and regulations are administered by DIA, which has a higher jurisdiction than ASA. We recommend operators review the rules and guidance on the DIA website."
Where the ASA receives advertising complaints relating specifically to online casino advertising, these are redirected to the DIA. All other lawful gambling advertising complaints are considered under ASA's codes. This approach eliminates duplication and allows consumers to understand where to direct their concerns.
Why ASA Took Neither a Pro- nor Anti-Legalisation Stance
During the legislative consultation process, the ASA adopted a deliberately neutral position. The authority expressed no view for or against the concept of licensing itself, focusing instead on practical questions of advertising regulation. Among the key points presented during consultations were the following:
- the need for clear and consistent standards on advertising content and placement, capable of keeping pace with rapid changes in the digital environment;
- the importance of an independent, transparent, and responsive complaints mechanism;
- the risk of excessive complexity arising from fragmented operator-level complaints handling systems.
"Our submission addressed a number of key issues relevant to both the industry and consumers, including the challenge of maintaining effective advertising rules in a rapidly evolving digital environment," Hilary Souter noted.
Social Responsibility Remains the Primary Consumer Concern
Although gambling advertising complaints represent a modest share of the total volume of submissions to the ASA, they remain among the most sensitive. The principal concerns relate to social responsibility, the potential appeal of advertising to minors, and insufficient labelling of advertising materials — particularly in live sports broadcasts and integrated media formats.
In 2025, just 3% of ASA submissions were assessed under the Gambling Advertising Code. Yet even at such a low share, the subject matter retains heightened sensitivity given the stringent requirements around social responsibility and the protection of minors.
It is also worth noting that within the iGaming sector there are two fundamentally distinct channels for the distribution of content.
- The first one — thematic ratings and analytical platforms that publish reviews of individual games or selections of no deposit sign up bonuses for New Zealand players. Such content, as a rule, attracts exclusively the target audience and practically does not come into the field of view of uninterested users, including minors.
- The second channel consists of active advertising on social media and messaging platforms, which reaches a considerably broader audience and poses a far greater challenge. It is this format that most frequently appears in front of children and adolescents, and its oversight should be a regulatory priority.
It is no coincidence that the majority of complaints received by the ASA relate to advertising embedded in live sports broadcasts and integrated media formats.
Platform Neutrality and High-Risk Areas in Digital
The ASA's 2025 Annual Report, published in May 2026, reflected the authority's commitment to ensuring consistent standards across all media platforms. The platform neutral principle means that the same requirements regarding social responsibility, truthfulness, and appropriate placement apply regardless of the medium. Among the areas of heightened focus, Hilary Souter identified:
- audience targeting and the selection of placement channels;
- influencer marketing;
- user-generated content (UGC).
Responsibility for compliance with standards is shared among advertisers, influencers, agencies, and media platforms. The ASA evaluates content, placement, and consumer perception of advertising, rather than the delivery technology itself.
Affiliates and Paid Endorsements Are Now Prohibited
The new rules establish direct restrictions that fall outside the scope of ASA's codes. Under Section 40 of the Online Casino Gambling Regulations 2026, affiliate arrangements and paid endorsements are prohibited for licensed operators. Enforcement of these prohibitions rests entirely with the DIA. "Affiliate arrangements and paid endorsements are prohibited by Section 40 of the regulations; this is outside ASA's mandate and will be enforced by DIA," Hilary Souter confirmed.
Review of the Gambling Advertising Code Scheduled for the Second Half of the Year
Although online casino advertising falls outside the ASA's current jurisdiction, the authority intends to continue updating its own standards for other forms of lawful gambling advertising. A review of the Gambling Advertising Code is set to begin later this year. The Code retains four core requirements: a high standard of social responsibility, a prohibition on appeals to minors, the absence of misleading claims, and support for harm minimisation in gambling.
What Operators and Advertising Platforms Should Consider Now
When planning campaigns, it is essential to distinguish which matters fall under DIA oversight — online casino advertising and the prohibitions under the 2026 regulations — and which are governed by ASA standards, covering other lawful gambling advertising. Particular attention should be given to reviewing digital placements for compliance with requirements on audience targeting, disclosure of the commercial nature of content, influencer marketing, and UGC.
- B.E. Delmer, Gambling911.com
