New Zealand introduces advertising campaign to reduce gambling addiction
New Zealand is introducing a responsible gambling advertising campaign and digital platform targeted at the Māori and Pasifika communities.
The campaign will consist of two ads, ‘Their House Always Wins’ and ‘The Game is Rigged, Don’t Get Played’, along with a new digital platform called Pātea, designed to give tools to those struggling.
Gambling losses in New Zealand sit at over NZ$2.6 billion (US$1.55 billion)1 NZD = 0.5944 USD
2025-09-08Powered by CMG CurrenShift each year, and the Māori and Pasifika population is disproportionately affected by gambling issues.
The two ads will show how gambling operators are designed to keep people coming back for more, while Pātea, which means to be unencumbered and freed from burdens, will encourage users to take a break and reflect on their gambling habits.
The campaign was created by Māori creative agency Mahitahi Agency in partnership with the public health organisation Māori Public Health.
New Zealand recently passed a landmark gambling reform that will see the country further regulate its online gambling market. General manager of Māori Public Health Jessikha Makoare said, “Our tamariki and whānau are already exposed to gambling harms, and with new regulations allowing advertising and up to 15 more online casino licences, this will only get worse.”
This comes after Māori Public Health found that online gambling platforms were using fake online profiles to target Māori people in New Zealand.
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Charlotte Capewell brings her passion for storytelling and expertise in writing, researching, and the gambling industry to every article she writes. Her specialties include the US gambling industry, regulator legislation, igaming, and more.
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