NZ Online Casino Industry: Advertising Approach

The country has strict restrictions on advertising for online casinos, which distinguishes the country from many others. Despite these challenges, many users opt for top real money casinos in NZ since they remain immensely popular in New Zealand due to their exciting gameplay, potential for significant winnings, and the convenience of playing from home.

However, some companies are willing to ignore this to outperform their competitors and rise to the top. Below is more information about the New Zealand codes and companies that have been banned from marketing.

NZ’s Gambling Advertising Code

​​The advertising code is a set of laws for responsible, legal, and fair marketing. Its main goal is to guarantee fair play and safety for adult audiences. In addition, the code controls that sensitive age groups of children and young people are not tempted to play.

Promotional campaigns in New Zealand that encourage gambling are regulated by the Advertising Standards Authority (ASA). Casino operators must clearly express the message of responsible gambling. In addition, the code contains a set of principles and rules that platforms must adhere to. 

The Code Principles set out the standards for advertising, while the Rules are responsible for how these principles are understood and applied. An important principle is that people under 18 should not be the target audience of advertising campaigns. This means that gambling commercials and posters should not use bright colours, toys, cartoons, or animals.

According to the second principle of the Gambling Advertising Code, there should be no false facts or incorrect advice. If an advertisement does not comply with at least one principle of the document, there may be serious consequences for the casino. That is why it’s essential to choose the right audience category and maintain the message of responsible gambling. Also, gambling advertising in New Zealand should not say that the game can help to avoid financial problems.

Gambling Companies Fined for Ads

New Zealand’s gambling advertising policy provides for severe fines for companies that violate the established norms. Statistics show that about 80% of the country’s population actively uses gambling. Since entertainment is widespread in New Zealand, its advertising campaigns are also allowed. However, as mentioned above, many requirements need to be met.

One of the most high-profile cases fined for gambling ads is Entain, which was accused of violating the New Zealand law on advertising. It took the casino provider one week of operation in the country to violate local gambling regulations.

JackpotCity also stood out in New Zealand, as it decided to try advertising on billboards. However, this was a mistake, as such casino commercials are unacceptable in the country, as they are not considered socially responsible.

Contrasting Approaches in Other Countries

Approaches to the regulation of gambling advertising in different countries can differ significantly, or, on the contrary, have many common trends. Below, it’s possible to see what rules, regulations, and codes are in place in the UK and the USA.

The UK’s Broader Advertising Strategies

The UK’s approach to gambling is more liberal than that of New Zealand. For example, a wider range of advertising messages is allowed through humour. Every year, hundreds of thousands of pounds are spent on advertising in the country, and everything is controlled by such bodies as the Advertising Standards Authority (ASA) and the Gambling Commission. 

The main rule that the code highlights is that advertising should not include athletes or celebrities whose example can be followed by people under the age of 18. Moreover, the code prohibits the use of gullibility, inexperience, or lack of knowledge of children, youth, or other vulnerable persons. 

Commercials should not portray gambling as a magic pill to solve all financial problems. The Advertising Code also prohibits showing a person under 25 years of age in both appearance and documents. Messages that violate the Codes must be changed or removed. In case of serious or repeated offences, the ASA may refer companies to the Gambling Commission.

In April 2023, it was published that the Department for Digital, Culture, Media and Sport of the United Kingdom will work with the Department of Health and Social Care and the Gambling Commission. The aim is to develop a new, evidence-based model for independently developed safer gambling messages. The UK Gambling Commission has the power to withdraw the licences of operators that breach the advertising rules.

The USA’s State-by-State Regulations

Like the above countries, America is committed to promoting responsible gambling and protecting vulnerable groups, such as children and youth. All of these countries also require gambling advertising to be truthful, not misleading, and not create unrealistic expectations of winning. 

Regulation of advertising campaigns in America varies from state to state. Unfortunately, some states do not have a dedicated regulatory authority. The lack of a unified federal approach creates uncertainty for advertisers and consumers. However, the example of an organisation such as the American Gaming Association provides a glimpse of what a code could look like. 

AGA members should include a responsible gaming message or toll-free phone number whenever possible. Furthermore, false claims about the likelihood of winning or losing in different games should not be made. Gambling marketing campaigns should not include images or endorsements from celebrities or other influential individuals. 

As in other countries, the American Gaming Association prohibits the dissemination of statements that gambling will guarantee social, financial, or personal success. Casino providers in America must strictly comply with all state and federal standards. Some states have strict limits on gambling advertising, while others allow for a more relaxed approach.

Final Thoughts

New Zealand’s approach to gambling advertising is one of the strictest in the world. The country has clear rules aimed at protecting citizens, and companies that break them face significant fines. In comparison, gambling advertising in the UK is more liberal, while in the USA, regulation varies from state to state. 

In contrast, Uganda’s gambling market is less regulated compared to New Zealand, with fewer restrictions on advertising and a growing industry that reflects different regulatory priorities and challenges. Gambling advertising in Uganda is often more prevalent and less restricted, which can lead to higher exposure and potential risks for consumers.

These different approaches reflect cultural and social differences in attitudes towards gambling commercials in different countries. That is why it’s crucial to understand advertising codes and check their relevance.

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