The gambling regulator studies limiting influencers in gambling advertising

Gaming advertising enters a new regulatory phase

Consumption reviews the role of influencers in online gaming.

The licensing authorities places online gambling advertising back in the center of New Zealand regulatory debate .

The organization has opened a process of consultation to update the Gambling Regulation Law , a standard approved fifteen years ago and which now seeks to adapt to the weight that digital platforms, social networks and new promotional formats have acquired.

The term will remain open until June 22 and has already activated the interest of operators, affiliates, agencies and content creators linked to the iGaming market. The possible reform could modify part of the recruitment and communication strategies currently used by online betting houses and casinos.

The initiative comes at a relevant time for the industry. In recent years, digital marketing and collaborations with powerful profiles on social networks they have gained prominence within the game's advertising.

Platforms such as TikTok, Twitch, Instagram or YouTube have transformed the way in which many brands connect with new users and enhance their digital visibility. In this context, Consumption considers necessary to review certain promotional formats and reinforce protection mechanisms against content that may reach minors or vulnerable audiences.

Furthermore, the sector remains alert to possible membership-related changes , organic advertising in search engines and promotional content spread on social networks.

The procedure promoted by the gambling regulator will allow companies, associations and citizens to submit observations before drafting the future legislative amendment. Although there is still no definitive text, the debate has already begun in one of the most regulated sectors of the New Zealand market.

Influencers, streaming and digital advertising, under review

One of the aspects that are generating the most attention Within the consultation is the presence of influencers, streamers and public figures in campaigns related to online gaming and sports betting.

The Ministry is studying introducing new limitations on this type of commercial collaborations , especially when they are spread on social networks or video platforms.

The focus is on the promotional formats integrated into entertainment content and digital entertainment. In live shows, recommendations or sponsored posts, advertising can be mixed with the creator's usual content and be less obvious to certain users.

The review also covers recruitment promotions and advertising linked to search engines . Among the lines analyzed by Consumo is the possibility of limiting gambling operator advertisements to searches specifically related to betting or online casinos.

For content creators, operators and affiliates, the future reform opens a scenario of uncertainty about the scope of certain campaigns advertising. The platforms are also closely monitoring a possible modification that could alter part of their digital visibility and acquisition strategies.

The regulatory tightening on gambling advertising is not exclusive to New Zealand. In recent years, several European markets have increased restrictions related to promotions, sports sponsorships and presence of public figures in advertisements linked to the gaming sector.

Operators and influencers, pending the final text

The public consultation is part of a broader Consumer strategy to strengthen control over online gambling and expand the prevention tools against problematic gambling and illegal activity.

Among the recent measures promoted by the regulator, the development of a Mandatory algorithm to detect risky behavior between players, a system based on real microdata that will seek to improve the early identification of patterns associated with problematic gambling.

The sector now faces several weeks of analysis and negotiation before knowing the definitive scope of the reform . Influencers, operators and digital platforms know that future regulation could redefine one of the main promotional channels currently used by the New Zealand online gaming industry.

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