Influencers in New Zealand have received takedown notices from the Department of Internal Affairs (DIA) following the country’s first-ever crackdown on social media influencers promoting offshore online casinos.

If they fail to remove the illegal content, influencers could face fines of up to $10,000 per breach.

DIA’s Director of Gambling Regulatory Services, Vicki Scott, has confirmed for Radio New Zealand (RNZ) that influencers have been partnering with overseas-based online casinos, promoting the sites through live streaming, promotional giveaways, and website links. Under the Gambling Act, publishing advertisements for offshore gambling operators is illegal.

“We’ve been investigating this and we will be taking actions in relation to those influencers who are very publicly and clearly breaking the law,” Scott said in a statement, noting that while $10,000 may not seem substantial, penalties can quickly accumulate with repeated violations.

Māori Communities Targeted by Promotions

The crackdown highlights concerns about targeted marketing toward Māori communities. The Problem Gambling Foundation reports that many offshore casino sites use Māori social media influencers to specifically target Māori gamblers, who are three times more likely to be moderate-risk or problem gamblers than non-Māori, according to Ministry of Health data.

Hāpai Te Hauora (Māori Public Health) supports the enforcement, with Chief Operating Officer Jason Alexander stating: “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.”

Regulating Online Casino Operations 

The DIA reports issuing four warning letters while investigating 13 other influencers, though Scott estimates several dozen may be breaking the law. The department has not named the influencers “to protect their privacy and their right to dispute their warnings.”

A letter sent by the DIA to influencers promoting online casinos. Image source: RNZ

According to RNZ, the government is now moving to regulate the online casino gambling industry, offering 15 licenses to be auctioned for a new market expected to launch in February 2026. These new operators, likely foreign-owned multinational gambling companies, will be permitted to advertise legally for the first time.

In response, both the Problem Gambling Foundation and Hāpai Te Hauora call for a complete ban on all gambling promotion in New Zealand, including influencer marketing, citing concerns about a potential bombardment of advertising once the market is regulated.

Like New Zealand, Brazil ordered federal intervention to combat fraudulent gambling advertisements on YouTube in November 2024 after identifying over 50 channels promoting deceptive betting schemes to audiences exceeding 100,000 viewers per broadcast.