New Zealand has implemented new gambling advertising forbidding licensed operators from using terms involving luck in their ads. The regulation were enforced by the Department of Internal Affairs (DIA) in accordance with the Online Gambling Regulations 2026.
Under the new regulations, gambling will no longer be advertised within 2 km of schools or platforms hosting audiences under 18. Advertising campaigns will not be allowed to include cartoons or mascots.
Casino operators are required to target ads based on age and location, turn off automated audience expansion features.
The new rules also prohibit gambling ads with suggestive slogans claiming that gambling will bring happiness, success or a better life or that luck can impact gambling results.
Moreover, ads are not allowed to use text advertising progress, pictures of gambling machines, or poker chips. It is also not permitted to promote gambling offers or advertisements targeting an audience with personalized ads encouraging gambling games for money.
The rules come shortly after New Zealand opened the first phase of its online casino licensing process, with up to 15 licences set to be awarded through a competitive auction.
