20Bet Ordered to Stop Targeting New Zealand Players

New Zealand’s Department of Internal Affairs (DIA) has officially issued a cease-and-desist order to offshore gambling operator 20Bet, instructing the company to stop all advertising and promotional activity aimed at local audiences.

The Cyprus-based operator had been running YouTube ad campaigns promoting its sportsbook and online casino, directly referencing New Zealand users — a clear breach of the Gambling Act 2003, which prohibits marketing of unlicensed offshore gambling services.

Breach of Local Gambling Law

Under national law, TAB NZ remains the sole authorised provider of sports and racing betting. DIA gambling director Vicki Scott confirmed that the department had acted after discovering targeted promotions using phrases such as “taking risks is something that Kiwis like doing”, language clearly designed to appeal to local culture and encourage engagement.

The regulator stated that these campaigns not only broke advertising restrictions but also undermined public efforts to reduce gambling-related harm.

Indirect Marketing and Enforcement

The DIA emphasised that the order applies to indirect marketing as well, including social media content, affiliate links, and influencer campaigns that reach New Zealand audiences. Authorities warned that repeated breaches could trigger stronger enforcement measures, such as site blocking or cooperation with international regulators.

The Problem Gambling Foundation supported the decision, noting that foreign operators often exploit digital platforms to bypass national controls. The organisation urged players to report any similar ads appearing on social media or video platforms.

Broader Government Actions

The order follows the June 2025 reform, which gave TAB NZ exclusive rights to online betting and raised the Offshore Gambling Duty from 12% to 16%, with additional revenue channelled toward community and harm-prevention projects.

In parallel, the government is preparing an Online Casino Gambling Bill, expected in 2026, which will license up to 15 operators and impose fines of up to NZ$5 million for unlicensed activity.

Authorities say these measures mark a turning point for the country’s gambling policy, ensuring stronger consumer protection and reducing the influence of unregulated offshore sites.

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