A new study on Premier League broadcasts flags a simple but important risk for New Zealanders: international feeds can expose local audiences to brands that do not hold a NZ licence, so the safest response is to emphasise responsible gambling and check who you are dealing with. If an ad or brand raises concern, the fastest route to impartial support is the gambling helpline — free, confidential, and available 24/7.
While sporting entertainment is global, gambling regulations are local. That mismatch matters for viewers, broadcasters, and advertisers — and it shapes how we think about risk, compliance, and harm prevention in Aotearoa.
What did the Premier League advertising study actually find?
The study’s core message is straightforward: viewers in different countries can see gambling marketing for brands that are not locally licensed when they watch Premier League content. This can occur via global broadcasts, virtual perimeter overlays, shirt sponsorship, or social cut-downs that travel far beyond the UK.
The report highlights a cross-border challenge — advertising inventory booked for one market can be seen in many others where rules and enforcement differ. In practice, that means some ads that comply with one jurisdiction’s regulations may be problematic in another. For NZ, it underlines the need to recognise the limits of foreign oversight, use your own judgement, and, where needed, seek independent advice through the gambling helpline. The risk increases when messaging emphasises urgency, bonuses, or downplays odds and losses. The reality is that many gamblers will encounter these messages during live play and highlights.
Summary: Global sport distributes local ads internationally; NZ viewers can be exposed to brands with no local oversight.
Definition: Licence — formal authorisation to operate or advertise gambling within a jurisdiction.
Follow-ups:
- Does this mean the ads are illegal in NZ? It depends on content, targeting, and whether any active promotion targets NZ; operators without a local licence lack NZ oversight.
- Should viewers report misleading ads? Yes, if they specifically target NZ and appear non-compliant; keep a screenshot.
- Where can I get neutral advice? Contact the gambling helpline for practical next steps.
- Is social media different from TV? The delivery differs, but the compliance question — who is the advertiser and where are they licensed — remains.
How does NZ law — the Gambling Act — treat offshore ads seen by local audiences?
New Zealand’s Gambling Act 2003 prohibits most remote interactive gambling offered to people in NZ except authorised providers, and restricts advertising that promotes unauthorised services to New Zealanders. The Department of Internal Affairs (DIA) oversees compliance and harm minimisation duties across classes of gambling, including gaming machines in pubs and clubs.
Practically, it is not illegal for New Zealanders to access offshore websites, but offshore operators are not licensed here and cannot rely on NZ dispute resolution, local responsible gaming obligations, or DIA oversight. Advertising that promotes unauthorised gambling to people in NZ risks breaching the Act. Broadcasters and platforms that pass through foreign feeds face a monitoring challenge — what slips in from overseas may not align with NZ policy, especially around harm minimisation and safer gambling messaging. For clear guidance on the legal framework and responsibilities, start at the DIA’s public materials (DIA).
Summary: NZ regulates by local licence and harm minimisation duties; offshore ads aimed at NZ audiences raise compliance questions.
Definition: Gambling Act 2003 — NZ law governing gambling supply, advertising, and harm minimisation requirements.
Follow-ups:
- Does the Gambling Act cover gaming machines in bars? Yes; Class 4 gaming machines are regulated with strict venue and host responsibilities.
- Are UK-legal ads automatically OK in NZ? No; NZ settings differ from the UK’s rules and enforcement.
- Who enforces NZ rules? DIA and, for advertising standards, relevant codes and complaints systems.
- Where do I check safer gambling information? DIA and the gambling helpline can explain available services.
Would tightening ad rules help viewers — and what are the trade‑offs?
Tougher controls can reduce exposure to risky messaging, especially for vulnerable groups. But there are trade‑offs — over‑broad bans can move participation to less visible channels and complicate communications about safer gambling and support.
Pros of tighter ad controls:
- Clearer signals that operators need a local licence and must meet NZ standards.
- Reduced normalisation of gambling around sport for minors and people at higher risk.
- More room in broadcasts for responsible gaming messages and harm minimisation signposts.
- Better alignment with the Gambling Act’s objective to minimise harm and protect communities.
Cons of tighter ad controls:
- Reduced visibility for legal, well‑regulated brands that invest in prevention and support.
- Risk of displacement — fewer public messages but more opaque promotion online.
- Broadcasters may face higher compliance costs and complex international rights workflows.
- Less consumer education about odds, tools, and the self exclusion process if messaging is over‑restricted.
Bottom line: Thoughtful targeting, clear distinctions between licensed and unlicensed brands, and mandatory safer gambling signposting can achieve harm prevention without silencing useful education.
Follow-ups:
- Should NZ mirror UK restrictions? NZ should calibrate settings to local harm data and services capacity.
- Do bans work on their own? They work best alongside education, tools, and treatment pathways.
- What should ads always include? Responsible gambling messages and clear access to the gambling helpline.
- How do many New Zealanders get help today? Through the gambling helpline and community services.
What are the key risks and compliance considerations for broadcasters and brands?
If you carry global sport into NZ, assume regulators will expect you to minimise harm and ensure local compliance. The most effective approach blends policy, training, and routing checks that keep unlicensed promotions out of NZ‑targeted slots.
Key Risks and Compliance Considerations:
- Licence checks: Confirm each brand’s licence status for NZ; document decisions and approvals.
- Geotargeting leakage: Virtual overlays and programmatic buys can spill into NZ — add NZ exclusion lists and testing.
- Responsible host culture: Ensure staff who sell or approve inventory can recognise high‑risk content and respond.
- Harm minimisation messaging: Require prominent responsible gaming cues and the gambling helpline in creatives.
- Youth protection: Age gates and watershed rules; avoid players, influencers, or themes appealing to minors.
- Content claims: No implying guaranteed money, “risk‑free” play, or obscuring odds or losses.
- Complaints handling: Rapid takedown routes; log, investigate, and report outcomes.
- Venue alignments: If activations occur in a venue, ensure venue staff, training, and duty‑of‑care processes apply.
- Data privacy: Ads that collect data must meet NZ privacy obligations; avoid sensitive profiling tied to vulnerabilities.
- Cross‑border rights: Clarify who is responsible for NZ compliance in contracts; include indemnities and audit rights.
A consistent policy helps prevent issues before they occur. For viewers, simple checks — licence clarity, safer gambling cues, and visible gambling helpline contacts — are a practical safeguard.
Follow-ups:
- Who sets standards in NZ? DIA and advertising standards bodies shape the environment; contracts should mirror these.
- Is staff training essential? Yes, especially for sales teams and any venue activations.
- Where should creatives point people for help? The gambling helpline and, where relevant, the maori gambling helpline.
- What if a breach is identified? Remove the ad, document the process, notify counterparts, and strengthen controls.
Does sports advertising increase problem gambling — and what works to minimise harm?
Evidence suggests that saturation and certain themes can normalise betting and correlate with higher participation among vulnerable groups, though causation is complex. Effective harm minimisation focuses on consistent messaging, accessible support, and real tools that help customers control play.
International health bodies emphasise prevention, early identification, and treatment pathways for gambling harm, including clear access to counselling and the gambling helpline (WHO). In NZ, public data and policy design consider the social and health impacts, with targeted services for different communities, including Māori. When content is localised properly, broadcasters and operators can promote safer gambling, encourage breaks, and normalise the self exclusion process without stigmatising problem gamblers. Campaigns that keep it factual, avoid glamorising wins or easy money, and give equal weight to risks, services, and support align better with our regulatory intent to minimise harm and protect individuals, families, and communities.
Summary: Balanced, evidence‑based messaging plus accessible services make a measurable difference for problem gambling.
Definition: Problem gambling — persistent, recurrent gambling causing harm to health, finances, relationships, or work.
Follow-ups:
- What signs should people watch? Chasing losses, hiding play, or using gambling to manage mood.
- Are gaming machines higher risk? Features and speed can elevate risk for some gamblers; NZ rules address this in venues.
- Where can Māori get culturally grounded support? Ask for the maori gambling helpline when you contact the gambling helpline.
- Where can I find impartial data? National statistics and public health guidance provide a neutral baseline.
What practical tools help NZ fans manage risk while watching sport?
You can reduce risk with a combination of settings, support, and time management. None of these guarantee positive results, but together they build a buffer against harmful effects.
- Set spend and time limits before you play; stick to them even when the game swings.
- Use deposit limits, cooling‑off periods, and the self exclusion process — many systems allow exclusions for up to two years.
- Keep betting accounts separate from daily money; never gamble with rent or essential expenses.
- Turn off push notifications and odds updates during matches to cut impulse triggers.
- Save the gambling helpline in your phone; if you prefer, ask specifically for the maori gambling helpline.
- If you visit a venue with gaming machines during a match, plan breaks and avoid alcohol‑fuelled decisions.
These steps preserve control and give you clear exit ramps. If in doubt, the gambling helpline can walk you through options in minutes and connect you with services tailored to your needs.
Follow-ups:
- Are self‑exclusions reversible? They are designed to hold for a set period; details differ by provider.
- Can the gambling helpline refer me locally? Yes, they can connect you to nearby services, including Māori‑led providers.
- What if a friend is struggling? Encourage a short call to the gambling helpline for practical advice.
- Do NZ venues have duties? Yes — venue staff must act as a responsible host and assist customers showing risk signs.
How do gaming machines and venue responsibilities fit into sports‑led exposure?
Match days often draw people to a venue, where gaming machines are available. That intersection raises real‑world risks and responsibilities under NZ law.
Venue operators hosting gaming machines have specific harm minimisation duties: staff training to recognise and assist customers at risk, signage that explains support and the gambling helpline, and processes for identifying problem gamblers safely and respectfully. A responsible host approach means staff take responsibility for engagement, document own actions, and, when needed, assist with the self exclusion process. Because many gamblers socialise around big games, venues should promote safer gambling messages at points of play, ensure access to help is obvious, and provide quiet spaces where concerned customers can talk to staff or call the gambling helpline. When gaming machines are managed with integrity — clear policies, staff readiness, and visible tools — the environment is safer.
Summary: On match days, venues need strong harm minimisation and customer care to minimise harm around gaming machines.
Definition: Gaming machines — electronic machines (pokies) in pubs and clubs regulated as Class 4 gambling.
Follow-ups:
- What should signage include? Responsible gaming messages, the gambling helpline, and local support contacts.
- Do staff need formal training? Yes — training improves recognition and prevention.
- Can a person exclude from only one venue? Yes, processes vary; staff can explain options.
- Is online play covered? Different rules apply; check operator tools and the self exclusion process online.
Snapshot: where ads appear and why licence status matters
The study highlights how ad formats move across borders. This table summarises common exposure points and the compliance focus for NZ audiences.
| Exposure type | Example | NZ licence needed to advertise to NZ? | Compliance focus | Source |
|---|---|---|---|---|
| Shirt sponsorship | Logo on team kit shown in NZ | Yes, if targeted to NZ consumers | Clear safer gambling cues; avoid inducements | DIA |
| Virtual perimeter | Region‑specific digital boards | Yes, when NZ is a target market | Geofencing and NZ‑specific creatives | DIA |
| Broadcast bumpers | Pre/post‑game sponsor idents | Yes, if promoting to NZ | Include gambling helpline; avoid glamorising wins | DIA |
| Social highlights | Clips with embedded branding | Yes, if targeting NZ | Age gating; no misleading claims | ASA (UK) |
| Influencer posts | Player/celebrity endorsements | Yes, if NZ‑targeted | Disclosure; no youth appeal | ASA (UK) |
| In‑venue activations | Match promotions near gaming machines | Yes | Responsible host duties; staff support | DIA |
Where unsure, assume NZ‑specific compliance applies. When in doubt, put the gambling helpline front and centre and prefer brands with verifiable oversight.
Follow-ups:
- Is the UK framework relevant to NZ? Useful for comparison, but NZ settings are distinct; see GOV.UK for UK context.
- Should social posts include help lines? Best practice is to include the gambling helpline in or near creatives.
- Who confirms licence status? NZ’s DIA sets the framework; ask for proof from the advertiser.
- What if I only see a logo? Consider the context — if it looks like promotion to NZ, treat it as advertising.
Where to get help: NZ services, gambling helpline, and culturally grounded support
Support in Aotearoa is confidential, free, and available nationwide. If you or someone you care about is affected, the gambling helpline will assess needs, provide brief advice, and connect you to local services — including the maori gambling helpline if you prefer culturally informed support. Many services can assist family and whānau, not just individuals, and can evaluate risk, discuss prevention, and map out a plan.
If you are more comfortable in te ao Māori contexts, ask specifically for the maori gambling helpline through the gambling helpline — they can guide you to providers who centre Māori values and tikanga. You can also request help in relation to gaming machines in your local venue, online tools like deposit limits, and the self exclusion process. If you are concerned but not sure you need treatment, a short kōrero with the gambling helpline can clarify options, including brief interventions, ongoing counselling, and digital resources. For broader policy and programme information, DIA has public guidance, and public health bodies provide international context on prevention and harm reduction.
Summary: One call to the gambling helpline unlocks tailored services, including the maori gambling helpline for culturally grounded support.
Definition: Gambling helpline — 24/7 confidential phone and online service offering information, brief intervention, and referrals.
Follow-ups:
- Is the gambling helpline only for problem gamblers? No — anyone concerned can call, including friends and family.
- Can I get help for gaming machines specifically? Yes, including venue‑based strategies and exclusions.
- Are services free? Yes, core services are publicly funded and free to access.
- Where can I read more about regulation? Start with DIA for NZ settings.
Verdict
The study’s point is not abstract — global sport carries local consequences. For NZ viewers, the safest path is to favour transparency: know who is licensed here, look for responsible gaming cues, and keep the gambling helpline handy. For broadcasters and brands, the task is operational — align creatives and workflows with NZ rules, embed harm minimisation, and make support unmistakable. Sport can remain entertainment without amplifying risk when the right policies, training, and services are in place.
