Social media personality Millie Elder-Holmes has been hit with a $5,000 penalty by the Department of Internal Affairs for advertising offshore gambling sites to her followers.

The Department of Internal Affairs has taken a firm stance against unlawful gambling promotion, issuing the substantial fine to Elder-Holmes after receiving 50 complaints about several influencers marketing overseas casino operations.

Elder-Holmes, the adopted daughter of late broadcaster Paul Holmes and known for her wellness and lifestyle content, had been warned in April to stop promoting online gambling through her social media platforms. Despite the warning, she continued advertising offshore casino sites to her followers.

This penalty reflects how seriously New Zealand takes rules for advertising gambling. Although Kiwis are allowed to use gambling sites inside and outside New Zealand, it is illegal for overseas outlets to advertise them directly in New Zealand. Operating without regulation, these casinos put consumers at risk, as the penalty for failure to protect them in New Zealand is up to $10,000.

Card Player explains in an article that Kiwis have access to several international or offshore platforms that they can use to enjoy exciting games and great bonuses without worrying about scrutiny. These sites are reliable, have great payout rates, and also resolve any disputes that may arise.

This regulatory approach stems from New Zealand's gambling laws, which were designed to protect consumers from potentially harmful offshore operators who aren't subject to local oversight. Card Player explains that unlike licensed domestic operators like the New Zealand Racing Board and Lotto NZ, international gambling companies operating online face no local regulatory scrutiny over their practices, payout rates, or dispute resolution processes.

The Elder-Holmes case is part of the DIA's broader crackdown on social media personalities who promote gambling sites without proper authorisation. Internal Affairs officials say they will continue monitoring social media accounts for illegal gambling promotions, reflecting how regulators are adapting to modern marketing methods.

The current regulatory framework in New Zealand bans straight advertising, but people there can nevertheless explore foreign gambling companies by themselves. Consumer protection groups in New Zealand have repeatedly urged the government to act against overseas gambling operators targeting members of the public in their country.

The large fine in Elder-Holmes' case reminds every influencer who wants lucrative partnerships with gambling companies of the risks they face. With large fanbases, content creators who collaborate with offshore operators now attract heightened regulatory attention, as officials have emphasized this action won't be isolated.

Building on this enforcement approach, the department is now constantly monitoring social networks to identify and punish other promotional activities found across social media platforms. This increased scrutiny addresses growing concerns about influencer marketing and its impact on consumers.

The case brings to attention key problems with consumer protection, mainly regarding influencer marketing. Not everyone realizes that following an influencer’s advice can lead them to gamble at unlicensed websites. Since young members of society respond strongly to social media influencers, the government worries about them the most.

As a result of these issues, many are talking about strengthening how online gambling is managed in New Zealand. While exploding youth gambling is causing concern in New Zealand, the government is looking into stronger mandatory age verification systems, add-ons to gambling and tighter advertising rules, but groups promoting consumer protection say such measures are not enough as they feel the current fines on offshore providers are not warning them off.

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