New Zealand’s Department of Internal Affairs (DIA) has issued formal warnings to four local influencers over their alleged promotion of offshore gambling websites—a move that underscores the government’s growing intent to curb illegal gambling advertising. The warning, issued under the Gambling Act 2003, highlights that any continued non-compliance could lead to prosecution and fines up to Rs. 10,000. Authorities are also closely monitoring an additional 13 influencers suspected of breaching the same rules. The clampdown comes ahead of a sweeping legislative overhaul, with a new Online Gambling Bill slated for introduction in February 2026.

Illegal Promotion of Foreign Gambling Sites Under Scrutiny

The DIA’s enforcement action stems from concerns about a rising trend in which New Zealand-based influencers are being paid by offshore gaming companies to market their platforms to local audiences. This form of promotion, while subtle in its delivery through social media, violates Section 16 of the Gambling Act 2003, which explicitly prohibits advertising overseas gambling operators within the country.

The department emphasized that although the four influencers have not been publicly named, they remain under active investigation and could face prosecution if found guilty of continued violations.

Broader Surveillance Targets 13 More Influencers

In addition to the initial four, the DIA is tracking 13 other social media personalities who may be infringing upon national gambling regulations. These influencers, many with large and growing digital audiences, are reportedly under observation for possibly promoting unlicensed gambling platforms through paid endorsements or affiliate partnerships.

The department has encouraged the public to come forward with any tips, reinforcing their commitment to leaving “no stone unturned” in rooting out non-compliant behavior.

Substantial Legal Ramifications for Violators

The penalties for promoting unauthorized gambling activities in New Zealand are set to become significantly more severe. While the current fine for individuals stands at Rs. 10,000, the upcoming Online Gambling Bill proposes introducing fines of up to Rs. 5 million for offending operators, reflecting the government’s tougher stance on gambling harm and regulatory noncompliance.

The new legislation will also enhance tools for monitoring, enforcement, and compliance, ensuring that digital platforms do not become unregulated channels for offshore operators to target vulnerable populations.

Upcoming Online Gambling Bill Will Reshape the Landscape

The planned Online Gambling Bill, expected to be tabled in February 2026, will introduce comprehensive reforms to the existing gambling framework, with a key focus on minimizing social harm associated with digital wagering.

According to the DIA, this legislative overhaul will include:

Stronger penalties for both operators and promoters

Mandatory harm minimization protocols

More explicit guidelines for social media platforms and content creators

A central regulatory body with expanded powers

By tightening controls and addressing the digital loopholes currently exploited by offshore gambling firms, the bill aims to foster a safer and more transparent environment for New Zealanders.

DIA Reaffirms Commitment to Consumer Protection

In a statement, Vicki Scott, Director of Gambling at the DIA, reiterated that the department’s actions are grounded in a larger objective of protecting citizens from the risks associated with unregulated gambling.

“We are unable to name any influencers at this stage to protect their privacy and their right to dispute warnings,” she stated. “However, we’d be happy to receive information about any suspected parties to ensure no stone is left unturned in our investigations.”

The DIA also stressed that while influencers may not fully understand the legal implications of their partnerships with offshore operators, ignorance does not absolve responsibility.

Influencer Responsibility in the Digital Age

The case has reopened a broader conversation about the ethical obligations of influencers, especially those with young and impressionable audiences. As social media continues to blur the lines between content and advertisement, regulators around the world are facing increasing pressure to hold digital creators accountable.

For brands and influencers operating in regulated industries like gambling, legal literacy and ethical marketing practices are no longer optional—they’re essential.

Future Impact: A Tighter Future for Online Gambling Promotions

New Zealand’s current actions—and its planned legislative reforms—send a clear signal that the era of loosely monitored gambling advertising is drawing to a close. Influencers and operators alike will need to recalibrate their strategies in line with heightened regulatory scrutiny. As the country prepares to unveil its most comprehensive gambling reform in decades, the message is unequivocal: promotion without compliance will come at a steep cost.