NZ Targets Gambling Ads Exploiting Māori Communities

New Zealand intensifies scrutiny on online gambling promotions targeting Māori communities through social media influencers, sparking concerns about ethical practices and exploitation.

Key Takeaways:

• DIA issues warnings to influencers promoting unregulated online casinos
• Māori communities disproportionately affected by gambling-related harm
• New Online Gambling Bill set to reshape New Zealand's digital wagering landscape

New Zealand's Department of Internal Affairs (DIA) has ramped up its oversight of online gambling promotions, particularly those targeting Māori communities through social media influencers. This move comes in response to growing concerns about the ethical implications of such marketing tactics, especially given the disproportionate impact of gambling-related harm on Māori populations.

The DIA has already taken action by issuing warnings to four influencers, though their identities remain undisclosed to protect their right to dispute the allegations. However, several public figures have been identified by Māori health organization Hāpai Te Hauora as allegedly promoting gambling brands through their online content.

Jason Alexander, CEO of Hāpai Te Hauora, has strongly criticized these marketing strategies, describing them as 'manipulative' and 'calculated.' He argues that these practices deliberately exploit vulnerable communities already struggling with significant gambling-related issues.

This heightened scrutiny precedes a major legislative overhaul set to transform New Zealand's gambling landscape. The forthcoming Online Gambling Bill, spearheaded by Brooke van Velden, aims to regulate digital wagering platforms for the first time. Scheduled to become law in February 2026, the bill proposes substantial fines for unlicensed operators and introduces stringent consumer protection measures.

Ironically, the same foreign companies accused of unethical promotional practices may soon be vying for official online casino licenses as the government prepares to auction them. This situation raises questions about the trustworthiness of these operators and their commitment to responsible gambling practices.

The issue has also highlighted the influential role of social media as a platform for gambling promotion. Influencers with large Māori followings are being paid to normalize online casino content, blurring the line between entertainment and advertising. This trend has prompted calls for stronger regulations governing digital marketing and influencer accountability.

As New Zealand moves towards legalizing and regulating online gambling, the current warnings to influencers signal a broader intent to prioritize community wellbeing over commercial interests. The Māori population, long disproportionately affected by gambling harm, is at the heart of this shift. While the Online Gambling Bill promises structural reform, immediate vigilance and robust enforcement remain critical in addressing these complex issues.