Key Moments:
- The Department of Internal Affairs has formally ordered 20Bet to suspend all advertising targeting New Zealanders.
- Regulators stressed that both direct and indirect marketing efforts by offshore operators are prohibited under the Gambling Act 2003.
- Authorities are considering closer cooperation with global tech firms to prevent non-compliant gambling ads from reaching New Zealand audiences.
Regulator Moves to Block Overseas Gambling Promotion
The Department of Internal Affairs (DIA) has taken decisive action against 20Bet, an offshore betting operator based in Cyprus, instructing the company to stop advertising its sportsbook and casino offerings to New Zealand residents. According to the DIA, this measure is part of an ongoing effort to counter the illegal promotion of foreign gambling services within the country.
Scope of Prohibited Marketing Extended
The regulator’s stance encompasses not only direct advertisements but also indirect marketing strategies. 20Bet’s paid campaigns, including those on platforms such as YouTube, were found to specifically mention New Zealand users, employing language like “taking risks is something that Kiwis like doing” to appeal to local culture. Vicki Scott, gambling director at the DIA, confirmed the department’s intervention against these campaigns. The department asserted that such marketing tactics are a clear attempt to solicit participation from New Zealanders, directly contravening the Gambling Act 2003, which outlaws the advertisement and promotion of overseas gambling services to local audiences. The DIA also reaffirmed that all efforts – direct or indirect – targeting New Zealand consumers are subject to these regulatory restrictions.
Calls for Stronger Enforcement and International Partnerships
The DIA has signaled plans to strengthen its monitoring of 20Bet and other international operators to ensure continued compliance with domestic gambling regulations. The department indicated a willingness to adopt more robust enforcement actions if further breaches are identified.
Advocacy organizations, including the Problem Gambling Foundation, have expressed support for the DIA’s actions, highlighting ongoing concerns over aggressive advertising practices by unlicensed foreign gambling sites. Such campaigns, which frequently target vulnerable populations, undermine the protective measures enshrined in New Zealand’s gambling laws.
New Measures Under Consideration
In response to these challenges, authorities are evaluating the possibility of collaborating with major global technology platforms. The goal is to boost transparency and effectively restrict access to unlawful gambling content that targets New Zealanders. This strategy has been prompted by persistent efforts from offshore operators to exploit gaps in international regulatory enforcement.
| Entity | Action | Objective |
|---|---|---|
| Department of Internal Affairs | Issued directive to 20Bet | Prevent illegal advertising targeting New Zealand |
| 20Bet | Conducted paid advertising | Promote betting and casino services to local users |
| Problem Gambling Foundation | Praised regulatory action | Highlight risks from aggressive offshore marketing |
| Global Tech Platforms | Potential partnership | Enhance content blocking and transparency |
- Author
Daniel Williams
