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Millie Elder-Holmes, a prominent New Zealand social media influencer, has been fined $5,000 by the Department of Internal Affairs (DIA) for promoting online gambling. This penalty is part of a broader governmental effort to curb the advertisement of overseas gambling sites within the country.
Elder-Holmes, known for her lifestyle and wellness content, was found to have continued promoting online gambling platforms on her social media channels despite receiving a formal warning from the DIA in April 2025. The department had issued this warning after receiving 50 complaints concerning various influencers, including Elder-Holmes, for endorsing gambling activities.
In a statement, a DIA spokesperson said, “Ms Elder-Holmes was issued a warning from the department [Internal Affairs] in April 2025 to cease the promotion of online gambling through her online platform. Despite the warning, Ms Elder-Holmes has continued to do so.”
The DIA’s crackdown is in response to concerns about the increasing influence of social media personalities in promoting gambling, which is illegal for overseas gambling sites to advertise in New Zealand. These companies often circumvent the law by employing influencers to promote their services indirectly.
Elder-Holmes, the adopted daughter of the late broadcaster Paul Holmes, has not publicly commented on the fine. However, in response to a follower’s question about her promotions, she previously stated, “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 doesn’t give their time away for free. I’m an adult; I do adult things.”
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The DIA has emphasized its commitment to reducing gambling harm in New Zealand and has urged all social media influencers to use their platforms responsibly. The department continues to monitor social media for instances of online gambling promotion and has indicated that individuals can be fined up to $10,000 for such breaches.
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