Understanding the ASA Gambling Advertising Code — And Why It Matters More Than Ever

Gambling advertising carries a unique responsibility. It promotes a legal form of entertainment — but one with real potential for harm if not handled with care. As digital channels expand, offshore operators target New Zealanders more aggressively, and sports partnerships elevate visibility, the need for responsible advertising has never been clearer.

New Zealand’s ASA Gambling Advertising Code is the framework that keeps gambling promotions fair, honest, and socially responsible. It protects vulnerable people, helps maintain trust in sports and media, and allows legitimate operators to advertise without undermining public confidence. For responsible advertisers, understanding this Code is not simply a compliance exercise — it is an essential part of maintaining the industry’s licence to operate.

What the Gambling Advertising Code Requires

The Code sets out clear rules designed to minimise harm while supporting legitimate advertising. Among the most important:

1. No targeting or appealing to minors

Gambling ads must not be placed in media primarily accessed by children or use imagery, language, influencers, celebrities, or activities likely to appeal to them. This includes avoiding youth-oriented themes, cartoon-style graphics, and anyone under 25 in promotional content.

2. Social responsibility is paramount

Advertisers must take particular care with audiences who may be vulnerable — including people experiencing financial difficulty, mental health challenges, loneliness, or addiction. The tone, style, and placement of gambling ads must not exploit these vulnerabilities.

3. No misleading claims or unrealistic expectations

Ads cannot imply guaranteed wins, financial security, or life-changing success. Any references to odds, bonuses, or returns must be accurate and clearly explained. Comparisons with other operators must be fair and not exaggerated.

4. No portrayal of gambling as a solution to problems

The Code is explicit: gambling cannot be presented as a way to solve financial stress, improve social status, or enhance personal wellbeing.

5. Careful use of endorsements and influencers

Testimonials must be genuine and not suggest that skill, luck, or personal expertise can control outcomes. Influencers must clearly disclose commercial arrangements and follow all requirements for responsible content.

6. Responsible gambling messages and tools

Where relevant, ads should reference support options, limits, or harm-minimisation tools — particularly in digital environments. This reinforces safe behaviour and normalises healthy play.

7. Only legal operators may advertise

The Code prevents illegal offshore gambling operators from presenting themselves as legitimate advertisers. This distinction is crucial to consumer protection and market integrity.

Why the Code Matters for Responsible Advertising

1. It protects people who are most at risk

Gambling harm can escalate quickly. Clear rules about tone, targeting, and the avoidance of exploitative narratives help ensure advertising does not trigger or worsen harmful behaviour.

2. It protects the credibility of the entire advertising ecosystem

New Zealanders should feel confident that what they see on TV, outdoor media, and digital platforms meets a consistent standard of social responsibility. When that confidence erodes, pressure for heavy-handed regulation grows.

3. It helps maintain trust in sport and entertainment partnerships

Sports betting is increasingly visible across major codes. The Code ensures that promotions associated with teams, players, or events stay within responsible boundaries and do not unduly influence young fans.

4. It preserves the industry’s licence to self-regulate

New Zealand has avoided the advertising bans and severe restrictions seen internationally because our self-regulatory system works. Strong compliance with the Gambling Advertising Code is essential to maintaining that privilege.

5. It supports healthy consumer choice

Legal gambling is a legitimate recreational activity for many New Zealanders. The Code ensures advertising encourages informed decisions, not impulsive or risky behaviour.

Where ANZA Stands

ANZA supports a strong, effective Gambling Advertising Code that balances harm minimisation with the rights of legitimate operators to communicate with adult audiences. We advocate for:

• Consistent responsible messaging across all platforms.

• Clear rules for influencers and digital partners.

• Stronger action against illegal offshore advertising.

• Continued evidence-based updates as media and gambling behaviours evolve.

Responsible gambling advertising is not just about avoiding breaches — it’s about protecting people, sustaining trust, and demonstrating that the industry takes its responsibilities seriously.