Social media personality Millie Elder-Holmes is back under an Internal Affairs spotlight for promoting online gambling - and this time she’s been called out by online followers.
Last month the Herald revealed the online creative had been fined $5000 by Internal Affairs, which was paid in late June, for breaching online gambling regulations.
But Internal Affairs has revealed to the Herald more complaints have been received against Elder-Holmes.
“We are aware of, and currently investigating this matter,” Vicki Scott, Director Internal Affairs of gambling regulatory services said of new complaints against the social media influencer.
“No action has been taken yet.”
Scott added: “24 influencers are either under investigation or on a watchlist. An additional 14 influencers have received formal warnings.”
Elder-Holmes did not respond to the Herald for comment.
Her earlier $5000 fine - the maximum is $10,000 - followed an 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.
Elder-Holmes latest posts have also been criticised from followers.
“I mean they are making a point and you are an influencer in New Zealand..no disrespect but I doubt elsewhere. Gambling is very harmful address it,” said hanamoor1998.
its11_11cia added: “ouch. was hoping for some at least accountability considering the harm gaming does in the country you ”sometimes live in" the “i was targeted” excuse is shameful considering you were probably paid quite a lot for your promotion. hope it was worth it."
Elder-Holmes replied: “Sorry but I would rather educate our people than wrap them in Cotton wool so they can make informed decisions instead of just pretending that education around a subject isn’t needed. This isn’t the topic of this post so you can scroll on now.”
Some influencers have rejected approaches from offshore gambling sites.
Last week Māori creative content artist Paaka Davis told of rejecting a $50,000 offer to promote online gambling.
Internal Affairs said under Section 16 of the Gambling Act 2003 an infringement fine of $5000 per breach or could be liable on conviction to a fine of up to $10,000. These penalties apply to each instance of illegal advertising, meaning repeated breaches can result in more substantial fines.
“We continue to investigate any breaches under Section 16 of the Act and have taken a number of compliance actions against social media influencers,” Scott said.
“A person advertising overseas gambling to New Zealanders is in breach of Section 16, regardless of whether they reside in New Zealand at the time of making a post.”
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 $200m for the Government.
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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.
Joseph Los’e joined NZME in 2022 as Kaupapa Māori Editor. Los’e was a chief reporter, news director at the Sunday News newspaper covering crime, justice and sport. He was also editor of the NZ Truth and before joining NZME worked for urban Māori organisation Whānau Waipareira.