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Read Full BioA campaign in New Zealand is using anti-gambling messages in fortune cookies and other foods to tackle gambling stigma in Asian communities.
Health NZ and Asian Family Services launched the initiative in conjunction with marketing agency The Media Lab. Fortune cookies that often send positive messages of good luck have instead been replaced with lines that say “They Bet On You Staying Silent” and “We Can Overcome Gambling Harm Together.”
In comments reported by StopPress NZ, Media Lab co-founder Antony Young said that food was being used to send out the warnings because “across Asian communities, meals are more than sustenance, they’re social rituals, emotional anchors and trusted spaces for storytelling.”
“In many ways, the dinner table is the original social media platform. Whether it’s Taiwanese dumplings, Thai Pad See Ew, or Kashmiri Rogan Josh, food serves as a powerful cultural and emotional touchpoint.”
In addition to the fortune cookie warnings, there are printed messages on chopsticks, menus, payment cards, and doors of Asian restaurants.
The campaign is also using more traditional marketing methods with anti-gambling messages on outdoor billboards near SkyCity and Christchurch Casino, as well as in key Asian dining areas like Dominion Road and Upper Queen Street in Auckland, and Courtney Place and Tory Street in Wellington.
New Zealand Set to Launch Regulated Online Casinos
Online casinos are currently illegal in New Zealand, but residents can gamble on offshore sites. The Department of Internal Affairs (DIA) introduced the Online Casino Gambling Bill earlier this year, which proposes issuing licenses to 15 operators.
Internal Affairs Minister Brooke van Velden said the new legislation aimed to control, rather than expand, the gambling market. She stated, “My goal is not to increase online gambling but to enable New Zealanders to play casino games more safely.”
She expects the new legislation to come into effect next year. In addition to licensing operators, the reform will provide stricter rules governing iGaming advertising, particularly if it is deemed misleading or targets minors.
Gambling Harm Under Scrutiny in Oceania
In nearby Australia, there have been calls to ban gambling advertising amid a rise in gambling harm. A new study from the Australian Gambling Research Centre (AGRC) shows that gambling participation and harm have increased across the country.
Australians are estimated to be the biggest gamblers in the world, spending around AU$1,527 ($1,018) per adult. New Zealanders, meanwhile, spend around NZ$550 ($314).
A high proportion of those experiencing gambling harm in Oceania are Asian. Asian Family Services reports that Asians are 9.5 times more likely to experience problems than other ethnicities.
Since the launch of the campaign, the organization, which provides support for individuals affected by gambling harm, reports that it has been inundated with calls.
Kelly Feng, Asian Family Services’ chief executive, says: “Our message is clear: break the silence – no one should have to struggle alone or in silence. By raising awareness, we aim to break down these barriers and foster timely access to support.”
