The Department of Internal Affairs (DIA) in New Zealand has issued a firm directive to offshore betting operator 20Bet, demanding an immediate cessation of all advertising activities targeting New Zealand residents.
This action underscores the regulator’s strengthened commitment to strictly enforcing local laws against the illegal promotion of foreign gambling services to domestic consumers.
The DIA’s enforcement against the Cyprus-based company extends beyond conventional advertising to encompass indirect marketing strategies. The regulator identified that 20Bet had been running paid advertisements on major platforms, including YouTube, promoting its casino and sportsbook products.
These campaigns were specifically flagged for clearly referencing local users, utilizing phrases such as “taking risks is something that Kiwis like doing,” in a blatant attempt to resonate with New Zealand culture and encourage local participation.
Vicki Scott, the DIA’s Gambling Director, confirmed that action was taken against these non-compliant campaigns. The DIA asserts that such targeted messaging is a clear violation of the Gambling Act 2003, which expressly prohibits the advertising and promotion of overseas gambling services to New Zealand’s domestic audience.
Authorities have reiterated that all forms of marketing, direct or indirect, that specifically target New Zealanders fall under the scope of this prohibition.
The DIA plans to intensify its oversight of 20Bet and other foreign operators to ensure robust compliance with local regulations, signaling a willingness to pursue stronger enforcement measures if violations persist.
This regulatory vigilance is praised by advocacy groups like the Problem Gambling Foundation, which frequently notes the aggressive marketing tactics employed by unlicensed foreign sites. These activities often threaten local harm-prevention measures by targeting vulnerable individuals.
To address the difficulty of regulating offshore operators, New Zealand authorities are actively exploring potential collaborations with global technology platforms. This partnership aims to enhance transparency and provide effective mechanisms to block non-compliant gambling content from reaching domestic users.
