NZ Influencers Face Penalties for Promoting Unlicensed Online Casinos

Several prominent New Zealand influencers are coming under fire for endorsing offshore gambling operators. And now, with fines and warnings issued by the law, the nation is saying: that's it.

If you’ve spent the past few hours mindlessly scrolling through your feed and catching your favorite influencers gush about online casino games or quick wins, you might be interested in looking a little closer. The government in New Zealand certainly is. The Department of Internal Affairs authorities are not messing around when it comes to hammering the promotion of illegal online gambling sites.

Currently, under New Zealand law, only Lotto NZ and TAB NZ are legally permitted to provide gambling services. Therefore, any influencers posting links, promo codes or referral content from foreign-based sites are walking a fine line.

And now the government has proof.

When No Deposit Bonuses Go Too Far

The attraction is undeniable—no deposit bonuses allow players to try out online casino play for the first time without spending a single penny upfront. For many gamblers, it appears to be a virtually risk-free entryway and influencers will tout it as a means to "try your luck for free" or "win without spending your money." It's not hard to understand the attraction.

However, regulators in New Zealand view the situation differently. While the promotions can provide a gentle way in, they are illegal to market under existing laws surrounding gambling. Regulators say that they could inadvertently lead users, especially young audiences, to minimize the actual danger of online gambling.

Because, in the end, even so-called "free" bets can have a hidden price.

Millie Elder-Holmes Fined $5K – And She’s Not Alone

Social media influencer and TV personality Millie Elder-Holmes discovered it the hard way. She was issued a $5,000 fine for violating the Gambling Act for advertising unlicensed foreign casinos. The DIA confirmed that she had entered into an agreement with a foreign operator and marketed it to her followers without being aware of the legal boundaries.

And she is not alone. The government also warned Māori influencers. Four well-known online content creators were also required to cease their casino promotions immediately or face fines of up to $10,000. That is more than a slap on the wrist. It is a wake-up call.

Māori Leaders Sound the Alarm

Among the most powerful reactions to such online casino promotions have been from within Māori society. Māori organizations such as Hāpai Te Hauora and gambling harm campaigners have been quick to sound the alarm over the risks of permitting the promotion of online casino material across Māori social media.

Why? Because harm caused by gambling is already disproportionately leveled at Māori whānau. And the prospect of young audiences being targeted by addictive sites under the cover of influencer glamourization? That is a serious problem.

Others are putting that message into action. Pairama Wright, for instance, openly refused to promote the kind of material, revealing that he had overcome a gambling problem.

A Bigger Problem That’s Only Growing

The world of online gambling is not a localized one—it's international. And the more influencers that embrace cooperation with foreign sites, the more impossible it is to control them.

The DIA predicts there are more than 130 offshore gambling sites actively targeting New Zealanders. Some of them employ aggressive online marketing tactics, such as influencer promotions. It all contributes to an unbalanced playing field, both for licensed operators and the communities then left to cope with the negative impact.

It's not about singling them out, says DIA General Manager. It is about keeping the public safer from unregulated operators who are not subject to consumer protection laws in New Zealand.

What Comes Next

The government of New Zealand is not resting there with warnings and fines. A comprehensive overhaul of the country's online gambling regulations is underway. Planned for early 2026, the new system would have only 15 providers capped by licenses, would tightly control advertising (particularly to minors) and would implement mandatory harm reduction policies.

Meanwhile, officials are urging influencers to verify their facts before signing any online gaming-related affiliate or brand agreement. Just because it is lucrative does not necessarily make it the best decision in terms of the legal or ethical implications.

Rephrase it this way: the so-called "quick promo" for a given site might find you in a courtroom—or at the very least, a hefty penalty.

Watch Who You Follow

Ultimately, this is a problem that is larger than a series of social media posts. It is about digital accountability and understanding the power that content creators wield.

Influencers wield the power to lead and sway minds, particularly those of young users. And that is a tremendous burden. And when it is leveraged for the marketing of something as dangerous as unregulated gambling? The law and the general public will be asking questions.

So, if you're a New Zealand influencer, take this as a heads-up. You know the rules. You know the risks. And remember—your brand is as strong as your integrity.