New Zealand’s Department of Internal Affairs (DIA) has issued a cease-and-desist order to offshore gambling operator 20Bet, directing the company to stop advertising its services to New Zealand audiences immediately.
The Cyprus-registered betting platform had been running paid YouTube campaigns promoting online casino and sports betting, in breach of New Zealand’s Gambling Act 2003, which prohibits the promotion of offshore gambling. Under national law, sports and racing betting is permitted only through TAB NZ, which holds exclusive rights to offer such services.
DIA director of gambling Vicki Scott confirmed the department’s enforcement action, stating, “We have instructed 20Bet to cease these activities. We will continue to monitor the situation and take further action if necessary.”
According to the DIA, 20Bet’s online messaging was directly aimed at local users, featuring the tagline, “taking risks is something that Kiwis like doing.” The department also reiterated that engaging with or promoting unlicensed gambling operators in New Zealand is illegal.
The Problem Gambling Foundation supported the DIA’s action, pointing out that offshore operators continue to use online advertising to target New Zealand players. Andrée Froude, the foundation’s director of advocacy, said, “We’re seeing too many of these operators who are just blatantly advertising to New Zealanders despite the fact that it’s illegal. I know sometimes the DIA has tried to take action against some of these operators and it’s difficult when they’re based overseas. Hopefully, we will see the advertising stop.”
Froude encouraged the public to report similar violations: “This is an opportunity to urge people to report it to the DIA when they see these offshore operators advertising, particularly on YouTube, that’s the platform where a lot of these ads come through.”
The action against 20Bet highlights ongoing challenges in enforcing national gambling laws against international companies that lack a physical presence in New Zealand.
The order comes just months after New Zealand formally outlawed all online racing and sports betting offered by overseas operators, granting Tab NZ exclusive rights to provide these services domestically.
The updated legislation, which came into force on 28 June, represents the most significant shift in the country’s betting framework in more than two decades. It makes it illegal for any entity other than Tab NZ to promote or accept bets on sports or racing from New Zealand-based users.
Vicki Scott said that the DIA expects “responsible gambling operators to respect and comply with this law change,” adding that those offering unauthorised services “are breaking the law here.” She also warned that offshore sites often fail to meet local consumer protection and harm-minimisation standards, posing additional risks to players.
While the new restrictions apply to sports betting, online casino gambling remains unregulated for now. However, the government has signalled its intention to introduce a licensing system under the Online Casino Gambling Bill, expected to take effect by 2026.
The proposed legislation, led by Internal Affairs Minister Brooke van Velden, will allow up to 15 licenced online casino operators to offer services in New Zealand legally. Licences will be valid for three years and renewable for up to five.
Van Velden said the initiative aims to “make online gambling safer for New Zealanders” and ensure that licensed operators contribute to harm-reduction programmes and community funding.
The Department of Internal Affairs will administer the framework, with licence fees set at 12 per cent of gross gambling revenue during the first three years. Serious breaches such as operating without a licence or advertising irresponsibly could attract fines of up to NZ$5 million (around US$2.8 million).
In a related development, the government has raised the Offshore Gambling Duty rate from 12 percent to 16 percent, reserving the additional 4 percent for community funding. The move, announced in late October, marks the first time that proceeds from online gambling will be directed towards grassroots sports, arts, and cultural organisations across the country.
Minister van Velden said the amendment followed extensive public consultation, “I have listened, and now as a government, we are delivering on what matters most to communities across the country.”
She assured that problem gambling prevention and harm-minimisation standards remain non-negotiable, and that community funding “will not compromise this government’s commitment to reducing gambling harm.”
A two-year review has been approved to monitor the reform’s long-term effects on player behaviour, revenue distribution, and community grant outcomes.
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