Why advertise? Advertisers want to tell as many people as possible about their products and brands. They want to influence everyone to choose them over the competition. Adverts are meant to inform, promote and let people know all about what is on offer.
Unfortunately, this means that the wrong people can get targeted by advertising that was not intended for them, or is even fake. This might be because they are under the legal age to be able to gamble, or that eligible people simply get overwhelmed by the number of iGaming messages they receive.
While the vast majority of people can wager without being affected by potential harm, some people have to actively avoid gambling messages, exclude themselves from access to sites, and opt out of marketing messages. There is a concern, however, that these people can still view related adverts.
Many people regard playing for money as harmless fun and just another form of entertainment. While the latter might see advertising bans to protect the few as a 'sledgehammer to crack a nut', unless the industry shows it can effectively self-regulate, governments have to introduce legislation to mandate specific, enforceable rules.
However, in addition, ads must not undermine the need to prevent and minimise financial-related harms and must protect children, young people, and other vulnerable members of society. Such ads have to adhere to a set of Principles and Rules, with particular attention paid to the country's 2003 Gambling Act and 2020 Racing Industry Act.
Well, that is all well and good when it comes to advertising around legal iGaming in New Zealand, but there is a grey area of New Zealand's current policy, which means that it does not cover all wagering that citizens can access. While it is not legal for New Zealand licensed operators to offer online casino games or sports betting, Kiwis are not banned from accessing offshore operators.
Hundreds of online platforms compete to attract the attention of New Zealanders, who unashamedly love to play. With four of five Kiwis claiming to enjoy and spend money on playing online, they are an attractive nation for international operators. However, it can be challenging for citizens to find the most reputable or popular sites, as the operators are not permitted to advertise in New Zealand.
Fortunately, review sites are not restricted in the same way, so players can find the best online casinos in New Zealand by checking these out. Not only do decent review sites steer players towards the best sites, but they also steer them away from the disreputable and downright scam ones.
While companies want to get across a positive message and promote the entertainment of the industry, they also have to adhere to strict policies when it comes to advertising their games.
The New Zealand Gambling Act means that advertisers have to let customers consider the following when marketing their games and services:-
In the last twenty years, there has also been an explosion in the popularity of online betting, particularly in sports. This has led to a proliferation of TV, radio, and online ads, sponsorship deals, partnerships, and kickbacks to sporting bodies.
Whatever you choose to watch, it seems wagering has become part of the cultural fabric of Australia. There are ads everywhere, and online influencers, commentators, and sports stars have fronted many sophisticated marketing campaigns.
However, there has recently been a bipartisan Parliamentary review as some people have become increasingly concerned about the normalisation of sport and gambling becoming inextricably linked. There have been rumours that the federal government plans to impose an immediate ban on online ads and a partial ban on TV ads within the next two years.
However, Prime Minister Anthony Albanese has strenuously denied this. During a press conference in September that the government "has not come to a conclusion, we're in discussions. I've seen reports that allege that they know what the position is. Well, they don't. What we've been doing is having a consultation to make sure that we get the reforms right."
He went on to add,
"My government has already done more in the first two years on problem gambling by having a register to stop people who are problem gamblers. By changing the use of credit cards for such activities. By changing the rules and the declarations that come after advertising.
"But we're continuing to engage with media organisations, with sporting organisations, as well as the anti-gambling lobby. We're engaging constructively. That's what good governments do. They reach out and engage constructively."
Advertising shapes iGaming policy because authorities have a responsibility to keep their citizens safe, while companies must maximise shareholder revenues. The two will always be in conflict, and it is the job of the policymakers to walk a delicate line.
It does not seem unreasonable to suggest that it is inappropriate for iGaming ads to be shown during children's programming. Unsurprisingly, in Australia, it was proposed that such ads should be prohibited. It was also proposed that ads should not be allowed to run within an hour before, during or after sports broadcasts.
However, the government has made no firm commitments yet. The problem is that governments need the ad revenue to survive, and a ban could undermine free-to-air media in the country and valuable government revenues.