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New Zealand has decided against adopting Australia-style restrictions on gambling advertising for now, with the Department of Internal Affairs (DIA) indicating it will assess the effectiveness of Australia’s incoming reforms before considering domestic equivalents.
Australia’s Reforms in the Waiting Room
Australia has announced a broad package of gambling advertising reforms scheduled to take effect from January 1, 2027. The measures include limits on television betting ads during daytime hours, a full ban during live sports broadcasts, restrictions on radio advertising, and a prohibition on endorsements by athletes and celebrities.
New Zealand’s DIA confirmed it is monitoring those changes but will not act on comparable restrictions until there is evidence of their effect on the Australian market. The watch-and-wait position leaves the advertising environment for New Zealand gambling operators unchanged in the near term.
Online Casino Bill Takes Priority
The immediate regulatory priority for Wellington is the Online Casino Gambling Bill, which is expected to be enacted in May 2026. The legislation would bring the currently unregulated online casino sector under domestic oversight for the first time, through a licensing system allowing up to 15 operators.
New Zealand’s online casino market has operated in a grey area for years, with offshore platforms serving local players without a domestic licensing requirement. The bill is designed to close that gap and establish a formal framework for taxation and consumer protections.
The DIA indicated that advertising rules for licensed online casinos are likely to incorporate elements drawn from Australia’s approach. Proposed measures under consideration include restricting ads during broadcasts with significant child audiences, banning sponsorships and endorsements, and limiting placements where more than 20% of viewers are under 18.
Regulatory Sequencing
The sequencing reflects a deliberate approach: establish the licensing framework first, then layer in advertising controls once the regulated market has a defined structure. This mirrors the path taken in other markets where advertising restrictions followed, rather than preceded, the creation of a licensing regime.
For operators seeking New Zealand licences, the advertising landscape post-enactment will depend in part on how far the DIA moves toward Australian-style restrictions once the casino bill is law. The May target also puts New Zealand on a timeline roughly 18 months ahead of Australia’s ad ban taking effect, meaning any alignment between the two regimes would need to be built into the licensing conditions from the outset.
Related: New Zealand declares prediction markets illegal as 15 online casino licences move forward
Related: Australia classifies prediction markets as gambling — ACMA
Source: Asia Gaming Brief
