New Zealand to Cap Online Casino Licences and Ban Ads Targeting Children

New Zealand is taking a significant step toward regulating the online casino industry with a proposal to limit operator licences and implement stronger consumer protections, particularly for minors. The new regulations, expected to take effect by early 2026, will require all online casinos to adopt mandatory age verification systems and prohibit advertisements targeting children, with penalties for non-compliance of up to NZ$5 million ($2.96 million).

Internal Affairs Minister Brooke van Velden emphasised that the goal is not to increase gambling but to ensure a safer environment for New Zealanders who wish to play online. With thousands of unregulated offshore gambling sites currently available to locals, the proposed changes aim to channel players toward up to 15 licensed operators, reducing exposure to unsafe platforms.

While the focus on protecting children is undoubtedly a positive move, one must question why gambling advertisements, in general, should be banned. Responsible advertising can play a role in educating consumers about risks and ensuring that only those of legal age engage with online gambling.

A blanket ban on all gambling ads might unintentionally hinder the ability to promote safer, regulated environments, and could overlook the need for responsible messaging. While restricting ads aimed at children is clearly necessary, a broader prohibition could potentially limit the broader conversation on safer gambling practices for adults as well.