Wellington, NZ — In a recent crackdown, the Department of Internal Affairs (DIA) has fined four social media influencers a total of $125,000 for promoting illegal online gambling targeting New Zealand audiences. Notable figures such as Calen Morris and Millie Elder-Holmes are among those penalized as part of enforcement actions that also include cease-and-desist letters sent to 26 accounts. These measures respond to a surge of 50 formal complaints in recent months, spotlighting concerns over the impact on vulnerable groups, particularly the Māori communities disproportionately affected by gambling harm.
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Vicki Scott, DIA’s Director of Gambling Regulatory Services, condemned the illicit advertising efforts, describing them as “manipulative and harmful.” She underscored the department’s commitment to protecting New Zealanders, especially those within Māori whānau, emphasizing a zero-tolerance approach toward operators and influencers exploiting gambling vulnerabilities.
The enforcement relies on section 16 of the Gambling Act 2003, which prohibits advertising by overseas gambling operators in New Zealand. Influencers found in violation face fines up to $10,000 per offense, with warnings of potential prosecutions for repeat breaches. Anticipated legislation, including the Online Gambling Bill currently undergoing select committee review and expected to take effect by February 2026, will impose strict licensing requirements and increase penalties for unlicensed operators up to $5 million.
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Industry reactions reveal a cautious shift as some influencers decline gambling promotions over ethical concerns, despite the dominance of foreign gambling companies eager to enter the market once new licenses are available. Māori health organizations advocate for a comprehensive ban on gambling advertising, highlighting the social costs tied to influencer marketing strategies that disproportionately affect vulnerable populations.
Netherlands’ Gambling Authority, Kansspelautoriteit behind the influencers.
This crackdown represents a pivotal moment in New Zealand’s regulatory landscape, testing whether enhanced restrictions and financial penalties can effectively curb unlawful gambling advertising or drive actors toward more covert tactics to evade enforcement. The outcome will be a crucial indicator of the country’s dedication to protecting public welfare amid the evolving challenges of digital-age compliance.
