New Zealand ASA clarifies role under new online casino rules
As New Zealand advances its regulated online casino market under the Online Casino Gambling Act 2026 and the Online Casino Gambling Regulations 2026, which came into force on 3 July, the Advertising Standards Authority (ASA) has outlined its role in the country’s evolving gambling advertising framework, while reiterating that responsibility for regulating online casino gambling advertising rests with the Department of Internal Affairs (DIA).
Speaking exclusively to SiGMA News, ASA Chief Executive Hilary Souter explained the authority’s role alongside New Zealand’s evolving online casino regulatory framework, reflected on its recommendations during consultation on the Online Casino Gambling Bill, and highlighted the advertising standards intended to safeguard consumers.
“The Online Casino Gambling Act and associated regulations are administered by the Department of Internal Affairs (DIA), which is a senior jurisdiction to the ASA. We recommend operators review the rules and guidance on the DIA website,” Souter said.
She explained that the ASA’s advertising codes complement existing legislation by providing guidance for other forms of lawful gambling advertising. However, complaints relating specifically to online casino gambling advertising will be referred to the DIA.
“The ASA Codes complement current legislation and provide additional guidance for other types of gambling legally allowed to be advertised in New Zealand. If the ASA receives complaints regarding online casino gambling advertising, these will be directed to the DIA.”
The clarification comes as New Zealand implements its regulated online casino framework following the entry into force of the Online Casino Gambling Regulations on 3 July and the commencement of the licensing process for up to 15 online casino operators.
ASA’s focus was on advertising standards, not market policy
Souter said the ASA did not advocate either for or against the introduction of licensed online casinos when it contributed to consultation on the Online Casino Gambling Bill. Instead, the authority focused on ensuring that the proposed advertising framework would remain effective as gambling marketing increasingly shifts into digital environments.
“Our submission outlined several key issues relevant to both industry and consumers, including the challenge of ensuring advertising rules remain effective in a digital environment prone to rapid change, and the importance of consistent, clear standards across content and placement,” she said.
The ASA also recommended that consumer complaint processes should remain independent, transparent and timely to strengthen public confidence, warning that fragmented operator-level systems could create unnecessary complexity for both businesses and consumers.
According to Souter, the authority’s recommendations were intended to support a practical and adaptable regulatory framework built on established advertising codes, clear guidance and effective compliance mechanisms that enable operators to meet expectations while maintaining strong consumer protections.
The approach is consistent with the ASA’s wider work to maintain effective advertising standards through industry self-regulation while complementing New Zealand’s legislative framework.
Consumer complaints continue to centre on social responsibility
Although gambling advertising represented only a small proportion of the ASA’s complaints workload in 2025, Souter said the issues raised by complainants continue to highlight where advertisers face the greatest scrutiny.
“Gambling complaints were a small proportion of the ASA’s complaints workload in 2025, with 3 per cent of all complaints received considered against the Gambling Advertising Code.”
She said the most common concerns relate to social responsibility, whether advertisements could appeal to children or young people, and whether gambling promotions are clearly identified as advertising, particularly in live sport and other integrated media formats.
The findings reflect the principles set out in the ASA’s Gambling Advertising Code, which requires gambling advertising to demonstrate a high standard of social responsibility, avoid targeting children and young people, present information truthfully and support the prevention and minimisation of gambling-related harm.
Digital advertising brings evolving compliance challenges
The ASA’s 2025 Annual Report, released in May 2026, outlined the authority’s efforts to keep advertising regulation effective and consistent across media platforms amid the continued growth of digital advertising.
Against that backdrop, Souter said gambling advertisers should pay particular attention to how campaigns are targeted and presented across digital platforms. “The ASA Codes are platform-neutral. The same standards for social responsibility, truthful presentation and appropriate placement apply regardless of the medium,” she said.
She identified audience targeting, advertisement placement, influencer marketing and user-generated content as areas requiring particular care as gambling advertising continues to evolve. “Care is required with digital advertising around audience targeting and placement, along with challenges relating to influencer advertising and user-generated content (UGC).”
“In our process, responsibility for compliance is shared between advertisers, influencers, agencies and media platforms, and the ASA system focuses on the content, placement, and consumer takeout of ads rather than the technology used to create or deliver them.”
The emphasis on platform-neutral regulation reflects the ASA’s broader approach of applying consistent advertising standards regardless of the medium through which advertisements are delivered.
New regulations prohibit affiliate marketing and paid endorsements
Souter also pointed to provisions within the Online Casino Gambling Regulations 2026 governing promotional activity by licensed operators. “Affiliate arrangements and paid endorsements are prohibited under Section 40 of the Online Casino Gambling Regulations – this is outside of ASA’s remit and will be enforced by the Department of Internal Affairs.”
She added that decisions on whether gambling advertising should be restricted or prohibited are matters for Parliament and government regulators, while the ASA’s role is to apply responsible advertising standards wherever gambling advertising is legally permitted.
Gambling Advertising Code review set for later this year
While online casino gambling advertising falls outside the ASA’s current jurisdiction, Souter said the authority will continue reviewing the standards that apply to other lawful gambling advertising. “In the current regulatory environment, the ASA does not have a role in regulating online casino gambling advertising,” she said.
She added that advertising covered by the ASA’s Gambling Advertising Code must continue to uphold a high standard of social responsibility, avoid targeting or appealing to minors, refrain from misleading consumers and support harm minimisation. She said, “Under the ASA’s Gambling Advertising Code, other lawful gambling advertising must meet a high standard of social responsibility, not target or appeal to minors, not mislead, and not undermine harm minimisation efforts.”
“The ASA regularly reviews its Codes to ensure they remain relevant and aligned with legislation and current practice, and the Gambling Advertising Code Review will begin later this year,” she added.
As New Zealand implements its regulated online casino framework, Souter’s comments underscore the importance of understanding the distinct responsibilities of the Department of Internal Affairs and the ASA in the country’s gambling advertising landscape.
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