The Online Casino Gambling Bill has already passed its first and second readings, while the third reading is still pending. The Department of Internal Affairs says the new regime is scheduled to commence from 1 May 2026, subject to the bill passing into law. This will mark the transition from an unregulated offshore market to a licensed system operating under domestic rules.
Licensing Comes First
Under the new regime, the maximum number of available online casino licenses is capped at 15. The licensing process is expected to begin in July 2026 with an expression-of-interest stage. The auction is scheduled for September, while the formal application stage is expected to open in October.
The government also revealed that license holders would be able to promote their businesses within a restricted framework. It will be illegal for unlicensed operators to offer or advertise online casino gambling in New Zealand. DIA has also said the regime will include significantly tougher penalties for advertising breaches.
Wellington is not viewing advertising as the first issue to tackle. Instead, it’s treating market control, licensing regulations, harm minimization duties, and enforcement powers as forming the foundation. This means that New Zealand is choosing to determine who will be allowed to operate before determining how much effort will be put into regulation.
Australia Is a Reference Point, Not a Template
The reform process in Australia is much broader. Starting from 2027, the federal program includes the following measures:
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Limit gambling advertisements on television to no more than three per hour between 6 a.m. and 8:30 p.m.;
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Ban advertising gambling on live sports programs at these hours;
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Prevent advertising on radio during school drop-off and pick-up times;
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Prohibit the use of celebrities and sports personalities for marketing gambling activities.
Gambling advertisements online will be allowed only to adult users over 18 who are logged in and can opt out.
New Zealand appears to be following the example without directly imitating it. Its proposed online casino regime points to a narrower advertising model. Cabinet has already agreed that affiliate marketing and paid endorsements will be prohibited under the new online casino regime. This is not a general advertising restriction policy for the public eye, as in the case of Australia.
Why the Debate Is Still Sensitive
Political pressure continues to mount. Over 50 sporting organisations opposed the bill in 2025 because they felt that a change in the policy on gambling could affect funding for community sports. In response, the government introduced the community return approach, increasing the gambling tax rate from 12% to 16%, with 4% of the increase reserved for community return.
This is why New Zealand’s government is proceeding cautiously. New Zealand is not saying no to stricter ad regulations forever. Instead, it is adopting a strategy whereby reforms will take place in phases. Limiting legal grey area comes first, while stricter advertisement policies are to be enacted later, where officials get local proof.
