The Department of Internal Affairs (DIA) has begun a significant crackdown on social media influencers who have been promoting overseas gambling sites to their New Zealand followers. Four high-profile influencers have already received formal warnings to cease their promotional activities immediately or face prosecution and potential fines of up to $10,000.
Government Takes Action Against Influencer Promotions
The DIA has confirmed it is monitoring an additional 13 social media accounts for similar promotional content but has declined to name any of the individuals involved to protect their privacy and right to dispute the warnings.
"We are unable to name any influencers at this stage to protect their privacy and their right to dispute warnings," said Vicki Scott, Department of Internal Affairs Director of Gambling. "However, we'd be happy to receive information about any suspected parties to ensure no stone is left unturned in our investigations."
Influencers Respond to Regulatory Pressure
The crackdown has prompted varied responses from the influencer community. Some, like Calen Morris, who promotes gambling to his 78,000 Instagram followers under the handle Uncllingling, told reporters he had not received a warning letter and defended his promotional activities.
"If you have good negotiating skills, then you'll get good money," Morris said, explaining that he had negotiated his own deals with overseas casinos. He added, "I make the gambling organisations give me prizes so I can give them back to the people."
In contrast, husband and wife influencers Kaden and Olivia Ratu publicly announced earlier this year that they had rejected offers exceeding $20,000 to promote online gambling. "There are so many people online that have got the platforms to use for good and they are choosing to use it to make money and not care about our communities - and I think it is wrong," Olivia Ratu stated.
The Future of Online Gambling in New Zealand
The current enforcement action comes ahead of significant changes to New Zealand's gambling landscape. Minister for Internal Affairs Brooke van Velden's Online Gambling Bill is currently at the select committee stage and will introduce regulated online gambling in New Zealand starting February 2026.
The new regulatory system will:
- Allow for licensing of overseas online casino operators
- Impose strict entry requirements for companies seeking to operate in New Zealand.
- Include consumer protection strategies and harm prevention measures.
- Implement controls on advertising and marketing.
These licenses will be valid for three years, with penalties of up to $5 million for unlicensed operators who attempt to circumvent the regulations.
Impact on the Casino Industry
For online casino operators eyeing the New Zealand market, these developments represent both challenges and opportunities. The formal licensing system will create a legitimate pathway for overseas operators to enter the New Zealand market legally for the first time.
Industry insiders anticipate that the new regulations will create a more competitive but safer gambling environment. Licensed operators will need to adhere to strict guidelines regarding responsible gambling practices, but will benefit from operating within a regulated framework that protects both consumers and legitimate businesses.
Foreign companies are expected to dominate the initial wave of license applications, potentially bringing international best practices to the New Zealand online gambling space.
What This Means for Players
For New Zealand casino enthusiasts, the regulation of online gambling promises greater protection and security when playing online. Licensed platforms will be required to implement robust age verification, self-exclusion options, and responsible gambling tools.
The DIA has emphasized that the new regulations are designed with harm minimization as a priority, particularly for populations that show higher rates of problem gambling. According to recent surveys, approximately 69.9% of Māori participated in some form of gambling in the past year, with 7.1% engaging specifically in overseas online gambling.
"The online gambling regulatory system will include strict rules for licensed online casinos to ensure harm is minimised and prevented," Scott said. "These controls will be vital to minimise harm for all New Zealanders."