AI Celebrity Casino Ads Banned as NZ Targets Online Scams

New Zealand is moving to stop online casino operators from using artificial intelligence to create fake celebrity endorsements designed to attract gamblers. The upcoming rules will prevent gambling companies from using deepfakes, synthetic influencers, or other AI-made versions of people to promote casino services.

The Government is preparing to issue 15 licences for online casino operators, with only approved companies allowed to advertise and provide services in the country. Businesses that fail to receive a licence will have to stop operating from December.

Officials have raised concerns that fake celebrity promotions could mislead the public and damage the reputations of people whose images or voices are copied without permission.

A fabricated advertisement featuring TVNZ Breakfast presenter Jenny-May Clarkson and an AI-created version of filmmaker Taika Waititi increased concerns among officials. The advertisement promoted a gambling app called “Māori Game”, even though the people shown in the video did not create or approve the promotion.

Clarkson later appeared on TVNZ’s Breakfast to explain that the voice and message in the advertisement were not hers.

New Rules Target Misleading Gambling Promotions

The new advertising restrictions prevent online casino operators from using sponsorships or endorsements, including those made through artificial intelligence. Officials said AI-created promotions had raised questions because earlier rules focused on human endorsements.

A Department of Internal Affairs briefing to Minister Brooke van Velden explained that AI-generated material had created a gap in existing rules.

“These AI endorsements—including synthetic influencers, deepfakes, and other likeness-based representations—are increasingly used internationally and have already been observed in New Zealand, creating risks of consumer deception and contributing to gambling harm"

The briefing said AI advertisements that copy a person’s appearance or identity could make gambling seem more acceptable while also creating risks for people whose likenesses are used without approval.

Warnings Issued Over Fake Gambling Websites

Alongside concerns about AI advertising, officials have warned people about illegal gambling websites that attempt to collect personal information or money through fake offers.

These websites may attract users by advertising free spins or bonus payments before attempting to obtain banking details or personal data.

DIA deputy director of gambling Ben Gamboni said there had been growing use of AI-generated gambling promotions overseas, particularly in the United States and United Kingdom, and officials wanted to address the issue before it became more common locally.

He also warned that people featured in fake AI endorsements could experience damage to their personal image and professional reputation.

Synthetic Influencers Raise Wider Concerns

Officials also highlighted the growing use of computer-generated personalities designed to appear like real people. These synthetic influencers can be created in different styles, from realistic digital figures to fictional characters, and officials said they could be especially attractive to younger audiences.

Deepfake technology remains another concern because it can imitate a person’s face or voice and make it appear that they support a product or service they have no connection with.

“In April 2025, a video used the likeness and synthetic voice of Breakfast host Jenny-May Clarkson to endorse a gambling app, which also featured a deepfake of Taika Waititi,” officials said.

The Department of Internal Affairs said banning AI-generated likenesses in gambling promotions would help prevent misleading marketing practices.

People who encounter online casino advertising, including fake celebrity endorsements, are encouraged to provide screenshots to the Department of Internal Affairs for investigation.

Companies that breach the Online Casino Gambling Act can face civil penalties of up to $5 million.

Source:

Government bans AI-generated celebrity endorsements for online casinos, warns of scams, newstalkzb.co.nz, July 30, 2026.