Gambling Advertising in New Zealand
Advertising for gambling products in New Zealand is subject to strict standards to minimise harm and protect vulnerable audiences.
As the peak body for New Zealand advertisers, ANZA represents brand owners and supports a co-regulatory system that promotes responsible and ethical gambling advertising.
The Regulatory Framework
Gambling advertising is governed by the Advertising Standards Authority through the Gambling Advertising Code.
This code requires that advertising:
Does not exploit vulnerable individuals
Does not present gambling as a solution to financial or personal problems
Does not target or appeal to minors
Does not encourage excessive or irresponsible behaviour
The ASA manages a public complaints process and can require advertisements to be removed or amended if they breach the code.
Legal oversight also applies through relevant legislation, with enforcement by government agencies where necessary.
ANZA’s Role
The Association of New Zealand Advertisers plays an active role in supporting responsible gambling advertising.
ANZA:
Represents advertisers in the development and review of advertising standards
Contributes to discussions on harm minimisation and responsible marketing
Advocates for practical and effective regulation
Supports advertisers in understanding and applying the rules
This ensures that advertiser perspectives are considered while maintaining strong protections for consumers.
Supporting Responsible Gambling Advertising
ANZA promotes a responsible approach to gambling marketing that reflects both industry obligations and societal expectations.
This includes:
Encouraging messaging that avoids harm and exploitation
Supporting responsible placement and targeting
Promoting transparency in advertising content
Aligning with evolving standards around consumer protection
The focus is on ensuring that advertising does not contribute to harm and is delivered in a responsible and ethical way.
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The Advertising Standards Authority sets the rules through the Gambling Advertising Code.
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ANZA represents advertisers, contributes to code development and supports responsible advertising practices across the industry.
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Advertising must not target minors, promote excessive gambling or present gambling as a solution to financial or personal problems.
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There is no standard pre-vetting service for gambling advertising, but advertisers must ensure compliance with ASA codes and relevant legislation.
Gambling Advertising FAQs
Further Reading: Insights & Standards for Responsible Gambling Advertising
Deepen your understanding of ANZA’s work on gambling advertising through our curated research, policy submissions, and guidance. These resources illustrate how evidence-based regulation and ethical standards help mitigate harms, protect vulnerable groups, and ensure that gambling is never portrayed as a financial or personal solution.
