New Zealand targets influencers promoting illegal gambling

The Department of Internal Affairs (DIA) of New Zealand has issued its first-ever take-down notices, targeting influencers who partnered with offshore gaming sites.
These influencers have been advertising gambling services through web links, giveaways, and live streams. Now, all those influencers who ignore the warnings could face hefty fines of up to $10,000. This move comes as New Zealand works toward regulating offshore casinos, aiming to integrate a new licensing system by early 2026.
The biggest concern in this crackdown is the use of Māori influencers to promote gambling. Earlier submitted reports suggest that Māori communities are severely affected by gambling harm. Despite making up only 17% of New Zealand’s population, they are responsible for 30% of gambling harm in the country.
Jason Alexander, Hāpai Te Hauora’s chief operating officer, said:
“These gambling companies are knowingly using Māori influencers to reach Māori audiences. It’s not just harmful – it’s calculated, it’s manipulative, and it shows they have no regard for the wellbeing of our whānau. What’s really worrying is that these same companies – the ones illegally targeting our people now – could be operating legally here as early as next year. Their current behaviour shows exactly how little they care about whānau. If this is how they act before regulation, what will they do once they’re in the system?”
So far, the DIA has launched 13 investigations and sent four official warnings. The government is making it clear that promoting unlicensed gambling sites won’t be tolerated, setting the stage for stricter enforcement as regulations take shape.