Influencers in the Crosshairs
New Zealand’s Department of Internal Affairs (DIA) has begun issuing takedown notices to social media influencers promoting offshore online casinos. This is a landmark move signaling a crackdown on an increasingly common marketing strategy. So far, 13 investigations are underway, with fines up to $10,000 per breach looming for non-compliance.
Māori Communities at Risk
One particularly troubling finding is the targeted use of Māori influencers to promote these offshore casinos. Given that Māori account for a disproportionate share of gambling-related harm in New Zealand, this marketing approach has sparked outrage from public health advocates.
Regulatory Future on the Horizon
By 2026, New Zealand plans to launch a new licensing system for online gambling operators. While this may offer more control and consumer protection, critics fear it will open the floodgates to widespread gambling ads and influencer promotions—just as regulators are trying to shut them down.
Neutral Perspective
New Zealand’s cautious steps toward regulation must be balanced with meaningful consumer protections. The intersection of influencer culture and unlicensed gambling promotion poses real risks, especially to vulnerable groups. As new rules are drafted, it’s crucial they include ethical advertising standards to prevent the very harms the law aims to reduce.
Personal Insight
Regulatory experts warn that the use of cultural influencers to promote offshore gambling is a particularly manipulative tactic. The focus on Māori influencers highlights how vulnerable communities can be specifically targeted. As New Zealand prepares to launch a regulated online gambling market in 2026, many emphasize the need for strong marketing guidelines and community protections to prevent predatory practices from being legitimized under the new system.
