29 October 2026
Proposed rules within the Online Casino Gambling Bill 2025 would impose significant restrictions on casino bonuses and inducements, particularly around misleading "no-deposit" and "free-spin" style promotions. Any promotional content must adhere to strict guidelines, including being presented in plain language and prohibiting risky behaviors.
New Rules Could Be In Force by 2027
The Online Casino Gambling Act 2026, which came into force on 1 April 2026, marks the beginning of the transition to a fully regulated online gambling market in New Zealand. However, the full licensed regime, expected to support up to 15 operators, is not anticipated to be operational until early 2027. During this transitional period, advertising for online casino gambling is completely prohibited in the country.
"The Department of Internal Affairs will be cracking down on misleading casino promotions in the lead-up to New Zealand’s 2027 online gambling market", department official Anna Brown said. "We're seeing a lot of agencies pushing those 'no-deposit', 'free spin' ads. These can really mislead players about the true cost and risks."
Brown explained that promotional language must be clear and unambiguous, outlining the full terms of any bonus or inducement. Bonuses cannot be used as tactics to deter players from withdrawing their winnings or self-excluding. Additionally, there is a proposed cap on bonuses and inducements at $100 or 200% of the original deposit or bet, whichever is lesser.
Bonuses and Inducements Curbed
The proposed regulations would limit the use of bonuses and inducements to direct marketing or through the operator's platform, prohibiting the use of any third-party affiliate networks. Moreover, bonuses and inducements cannot be used to deter or discourage players from withdrawing their winnings or self-excluding from gambling.
According to Brown, the DIA will be especially vigilant about the "seductive but misleading" language around free-play bonuses. "We are seeing far too many examples of this style of promotion," Brown said. "The consumer needs to understand exactly what they're signing up for, in clear, plain language, without any tricks or traps."
Brown outlined some of the key issues: "For example, a free-spin offer might present itself as a generous gift, when actually it comes with multiple qualifying conditions the consumer isn't aware of until after they've signed up. Bonus funds might be attached to withdrawal limits, bid away in the heat of the moment, without the consumer fully understanding the impact. Operators and big ad agencies, they need to be honest about those details upfront - that's the new requirement."
The proposed cap on bonuses and inducements would make boom bonuses with multiples of the deposit very difficult. The bonus amount would be capped at 200% of the deposit, or $100, whichever is lesser. With many online bonuses already considered high, this proposed cap could have a big impact on overall bonus values.
Rights Into Effect, Foes Emerge
A right granted to the DIA is that of holding operators liable for any adverts in which they are mentioned or featured. Accordingly, social media influencers and IT agencies will be covered by the new advertising guidance. Influencers would need to disclose promotions and bonuses clearly in any content or streaming promotion.
The Department of Internal Affairs confirms there have been instances of unlawful promotions that drew enforcement action, including takedown notices with pecuniary penalties up to $5 million NZD.
"The DIA are starting with a fairly heavy hand in holding operators responsible for comments and promotions where they're mentioned," specialist advertising lawyer Bruce Hetherington said. "That's definitely going to change the game - they're taking the view that you guys are mentioning us, so you're responsible for your own message, regardless of who's paid who."
Hetherington said the key takeaway for operators will be to take full responsibility for their online presence, and the publishers they work with. "The consumer needs to understand the impact of signing up for something," Hetherington said. "Look, every player is an individual. I can't predict behavior, but I can watch behavior, and put in place clear, fair and transparent guidelines. That's really what this is about in the end."
The new legislation will continue to prohibit all online casino advertising in the run-up to the 2027 market launch, but from there will allow licensed operators to advertise, with restrictions. The regulator will be watching closely to ensure understanding around online risks and protections, and to manage problematic kinds of game design. Influencers and affiliates will be a big part of the promotional ecosystem, so adherence to consumer protections will be key for all concerned.