Protecting Minors from Gambling Advertising: A Non-Negotiable Responsibility

Gambling advertising is a privilege, not an entitlement. And that privilege comes with one obligation that should sit above all others: keeping minors out of its reach.

As gambling content becomes more visible — through sport, digital platforms, streaming services, and social media — young people are exposed to messaging that did not exist a decade ago. They see ads embedded in match coverage, boosted on TikTok and Instagram, or appearing beside gaming content. Even when the intent isn’t to target minors, proximity and visibility can still shape perceptions.

For responsible advertisers, protecting minors is not just a rule in the ASA Code. It is a fundamental duty of care.

Why Gambling Advertising Poses Unique Risks to Young People

Young people are especially susceptible to the emotional cues and social narratives that often accompany gambling promotions. Their cognitive development, risk-assessment abilities, and financial literacy are not fully mature. They are more likely to misinterpret chance as skill, glamour as reality, and reward as predictable.

Exposure at the wrong age can normalise gambling before young people have the capacity to understand its risks. Research internationally shows early exposure can lead to earlier experimentation — and, for some, problematic behaviours later in life.

Protecting minors is about preventing harm before it begins.

The ASA Gambling Advertising Code Sets Clear Boundaries

New Zealand’s Gambling Advertising Code establishes strong protections for minors. It requires that:

• Gambling ads must not target children or young people, directly or indirectly.

• Placement must be carefully controlled, ensuring ads do not appear in media where minors form a substantial proportion of the audience.

• Creative elements must not appeal to minors, including the use of animations, youthful themes, or characters associated with children’s culture.

• Anyone depicted in advertising must be at least 25 years old.

• Influencers, sportspeople, and celebrities with substantial youth audiences must not be used in gambling promotions.

These rules form the baseline — a minimum standard that responsible advertisers must exceed, not simply meet.

Why This Matters for New Zealand’s Advertising System

1. Protecting minors protects families and communities

The harm from gambling rarely affects an individual alone. Families carry the consequences — emotional, financial, and social. Keeping young people free from persuasive gambling messaging is one of the most effective long-term harm-prevention strategies available.

2. Public trust depends on visible responsibility

If New Zealanders see gambling advertising creeping into spaces used by young people, confidence in the entire industry — and in advertising self-regulation — weakens. Responsible advertisers must demonstrate that they understand the cultural sensitivity of this space.

3. It prevents New Zealand from following overseas bans

Other countries have faced backlash from saturation, celebrity-fronted promotions, and youthful targeting. The result has been blanket bans, watershed restrictions, and severe legislative interventions.
New Zealand has avoided this because our system is expected to work. Strong protection of minors is central to retaining that privilege.

4. It maintains the integrity of sport and entertainment

Sports betting advertising is particularly visible to young fans. Ensuring that promotions do not blur the boundary between sport and gambling preserves the integrity of both — and protects the next generation of supporters.

Where Responsible Advertisers Must Lead

Responsible gambling advertisers should go beyond compliance by:

• Using robust age-gating and audience-exclusion tools across digital platforms.

• Avoiding advertising during programming with high youth engagement, even if it is not technically “children’s content.”

• Ensuring creative is unmistakably adult in tone, style, and theme.

• Working proactively with sporting codes and media partners to minimise incidental youth exposure.

• Embedding responsible gambling messages, even in placements aimed exclusively at adults.

ANZA’s Position

ANZA supports the strongest possible protections for minors in gambling advertising. We back a system where:

• Responsible advertisers lead by example.

• Media platforms enforce strict placement controls.

• Illegal offshore operators are kept out of the New Zealand market.

• Self-regulation continues to evolve as media consumption changes.

Protecting minors is not just a requirement — it is an ethical baseline that underpins the legitimacy of gambling advertising in New Zealand. When the industry gets this right, we protect young people, uphold public trust, and safeguard the long-term sustainability of the entire advertising ecosystem.