��һ�ǿ�����

High-profile social media influencer Millie Elder-Holmes has until tomorrow to pay her $5000 fine to the Department of Internal Affairs (DIA) for promoting online gambling.

The Herald can also reveal nine more influencers have now received cease and desist notices from DIA, and 27 are on a watch-list.

“Millie Elder-Holmes has until Monday 30th June to pay,” Vicki Scott, DIA director, gambling regulatory services told the Herald.

“If she does not, she will be sent a reminder notice and given a further 28 days, after which the debt will be referred to the Ministry of Justice to enforce.”

The fine follows a Herald investigation into an Internal Affairs crackdown on social media influencers who were using their profiles to promote overseas online gambling sites.

It is illegal for overseas gambling sites to advertise in New Zealand.

DIA will not reveal the names of those it has sent warning letters to, or those who are on its watch list, but confirmed multiple formal warnings were sent out in March and April.

“We have issued nine warning letters and have a further 27 influencers we are monitoring. The Department takes illegal gambling advertising seriously and will take regulatory action where appropriate,” Scott told the Herald.

Advertising overseas gambling in NZ is punishable by a maximum fine of NZ$10,000.

Māori health policy advisors Hapai Te Hauora told the Herald a fine that size is not a sufficient deterrent, given offshore gambling operators reportedly pay up to $5,000 for a single Instagram story.

“The department is committed to reducing gambling harm in New Zealand and urges all social media influencers to use their platforms responsibly,” Scott said.

“We continue to monitor social media influencers for instances of promoting online gambling”

Internal Affairs received 50 complaints over several months about various influencers, including Elder-Holmes, over potential gambling promotions.

Millie Elder Holmes has promoting online gambling on her platforms

The Elder-Holmes complaint included 36 screenshots of her social media activity taken between June 2024 and March 28, 2025.

The account holder identified as Elder-Holmes replied: “I get paid to promote many things, hair, makeup items, hotels, I run my Instagram account as a business so yes I’m a professional person who don’t give their time away for free. I’m an adult I do adult things.”

The Herald contacted Elder-Holmes a number of times but she did not wish to comment.

Some influencers have rejected approaches from offshore gambling sites.

Act MP Brooke van Velden has proposed changes to the online gambling industry in New Zealand. Photo / Marty Melville

Act deputy leader Brooke van Velden’s Online Gambling Bill will regulate online gambling in New Zealand with fines up to $5 million for unlicensed operators.

Foreign companies are likely to dominate New Zealand’s internet gambling market as the Government auctions 15 online casino licences for the first time, expected to generate up to $200 million for the Government.

Online casino licenses would be issued for three years in February 2026, under the new regime.

Where to get help:

The Gambling Helpline, 0800 654 655, 7 days a week. The Gambling Helpline is also available by texting 8006.

• Māori Gambling Helpline - 0800 654 656
• Vai Lelei Pasifika Gambling Helpline - 0800 654 657
• Youth Gambling Helpline “In Ya Face” - 0800 654 659
• Gambling Debt Helpline - 0800 654 658

Joseph Los’e is an award-winning journalist and joined ��һ�ǿ����� in 2022 as Kaupapa Māori Editor. Los’e was a chief reporter, news director at the Sunday ��һ�ǿ�����, covering crime, justice and sport. He was also editor of the NZ Truth and prior to joining ��һ�ǿ����� worked for urban Māori organisation Whānau Waipareira.