As gambling advertisements become more prominent across television, sports broadcasts, and social media, many New Zealanders are voicing concerns over their impact—especially on young people. A recent survey commissioned by PGF Services of 1,000 Kiwis highlights the growing desire among the public for stricter controls on gambling ads, with some calling for an outright ban. These ads are more than just promotions; they normalize gambling behavior and pose serious risks to vulnerable groups, including youth and those on a journey of recovery from gambling harm.
The role of social media influencers in promoting gambling has become a significant point of contention. Earlier this year, well-known Kiwi influencers Nix Adams and Millie Elder-Holmes faced backlash for endorsing online casinos. Critics argue that such promotions by influencers normalise gambling, often targeting large followings that include young, impressionable viewers. An overwhelming 84% of survey respondents agree that tougher restrictions should be imposed on influencers who promote gambling products, highlighting the belief that social media should be a safer space for younger audiences, free from harmful advertising.
There is also concern that gambling advertisements disproportionately affect groups already vulnerable to gambling harm, including Māori communities and individuals with previous experience of gambling harm. Māori have heightened risk factors associated with gambling-related harm. For those in recovery, the prevalence of gambling ads can act as a trigger, making it harder to avoid relapse and prolonging the journey to recovery. Protections need to account for these unique challenges faced by vulnerable populations, emphasizing that the current level of exposure to gambling ads is incompatible with a healthy public environment.
Gambling ads have a noticeable impact on younger adults, who are more likely to engage in gambling activities after exposure to ads or promotional emails. In fact, adults aged 18-39 are nearly 10% more likely to gamble after encountering gambling advertisements compared to older adults. The concern doesn’t end there; many of these ads appear in digital games or platforms commonly accessed by young people. A substantial 84% of survey respondents expressed support for banning gambling ads from online games popular with youth, highlighting a collective desire to shield younger generations from early exposure to gambling and its associated risks.
Support for a complete ban on gambling advertising is growing, with 52% of adults in favor of this approach. Advocates argue that such ads have a cumulative effect, creating a culture in which gambling is perceived as a normal, risk-free activity rather than one with potential harms. Research suggests that when gambling is normalized through constant advertising, the focus on harm minimization can be diminished, and individuals struggling with addiction may even feel stigmatized, as though their struggles are a personal failing rather than a systemic issue.
A total ban would reflect a societal commitment to treating gambling as a serious public health concern, similar to the nation’s stance on tobacco advertising. While some suggest that tougher ad restrictions could mitigate harm, advocates of a full ban point out that even with regulations, the pervasive nature of gambling advertising from various sectors—including online casinos, TAB, and Lotto—saturates media spaces. For many New Zealanders, a complete advertising ban is seen as the most effective way to counter the negative effects of this saturation.
Our petition calling for a gambling ad ban garnered over 6,500 signatures and is set to be presented to Parliament by the end of the year. New Zealanders are making it clear that they want change. The growing support for responsible advertising—or, increasingly, for a complete ban—signals a collective stand against the pervasive influence of gambling advertisements. As public sentiment strengthens, the call for a healthier, more protective advertising environment is becoming impossible to ignore.
