New Zealand cracks down on influencers and offshore casino over gambling ads

New Zealand’s Department of Internal Affairs (DIA) has issued a combined NZ$125,000 (US$72,276) in fines to four social media influencers and offshore operator Spinbet for breaching gambling advertising laws.

The fines included NZ$30,000 (US$17,346) against Millie Elder-Holmes for repeated promotions, while Calen Morris and Billy Whaanga were each fined NZ$20,000 (US$11,564), and Tuhira Wana received NZ$15,000 (US$8,673). Spinbet, a Curacao-based casino and sportsbook, was penalized NZ$60,000 (US$34,692) for 12 breaches, according to local media reports.

Elder-Holmes had earlier received an initial NZ$5,000 (US$2,891) fine in May for similar violations before the latest penalties were imposed. The DIA said repeated infractions could lead to account suspensions or restrictions on social media platforms.

Rising enforcement and complaints

Internal Affairs Director of Gambling Vicki Scott said the regulator has observed a rise in irregular activity. Complaints about influencers promoting gambling doubled over two years, reaching 75 cases in 2025. She confirmed 40 influencers are now on the DIA gambling watchlist, compared with 24 in June.

The DIA has issued 17 warning letters and 26 cease-and-desist notices, with eight influencers under active investigation. “The $5,000 doesn’t seem like a lot, but it can very quickly rack up if influencers continue to post,” Scott told The New Zealand Herald. She added that persistent violators could face deactivation or geo-locking of their accounts.

Scott noted that offshore operators are paying influencers significantly more than the fine amounts. “Tens of thousands to the hundreds of thousands. There’s no concrete evidence, but if people are willing to incur $5,000 per post, you have to assume people are receiving a fair amount from the casinos,” she said.

New licensing regime in 2026

The New Zealand Government is moving to regulate its online gambling sector. New legislation, overseen by Act Minister Brooke van Velden, is set to take effect in 2026. It will auction 15 online casino licenses, expected to raise up to NZ$200 million. Licenses will be issued on three-year terms starting February 2026.

While licensed operators will be allowed to advertise with restrictions, unlicensed platforms could face hefty fines. Scott stated: “There will be strict prohibition in force [for unlicensed operators] with a fine up to $5m. We will be taking this very seriously and shut any black markets out immediately.”

Māori health policy agency Hapai Te Hauora raised concerns about influencers targeting vulnerable groups. Chief Operating Officer Jason Alexander said: “It’s disappointing to see influencers still pushing a product that does so much harm to Māori, but the real issue is the companies paying for it. Overseas online casinos bankroll influencers to deliberately bypass our laws. That’s exploitation.”

Some influencers have publicly refused gambling promotions. Content creator Paaka Davis said he turned down a NZ$50,000 offer, while Jimi Jackson, with more than 1.6 million followers across platforms, said he rejected a close to NZ$1 million deal.