Compliance Updates

UK’s Advertising Standards Authority Clarifies Content Marketing Rules for Gambling Advertising

Published

2 years ago

June 15, 2022

UK’s Advertising Standards Authority Clarifies Content Marketing Rules for Gambling Advertising

Reading Time: 2 minutes

The Advertising Standards Authority (ASA), the UK’s advertisement watchdog, has issued further guidance on the rules applied to “content marketing” of gambling services/products on social media and other digital channels.

The guidance was published as a “remit statement” responding to queries by operators, related to its 2021 “CAP Code on marketing communications appearing on websites, apps and cross-border platforms”.

Questions were raised as to what extent ASA’s remit covers gambling communications displayed on social media through videos, blogs, posts or updates, that did not explicitly promote a brand, but were deemed to “stimulate interest in products or services”.

ASA stated that it had a “common understanding” with the UK Gambling Commission (UKGC) that all social media content published by licensed operators must comply with the standards and protections set by the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (the CAP Code).

As such, content created by licensed operators must ensure the protection of under-18s and other vulnerable groups from the potential harms associated with gambling.

Aware of the diverse range of content communications available to advertisers, ASA noted that it had a distinction in how it applies CAP rules to monitor content.

The guidance noted: “ASA regulates commercial communications in marketers’ own spaces online that are likely to have the effect of ‘selling something’; content that can reasonably be considered advertising.”

“For obvious reasons, it can’t regulate everything in the online space. One of the key exclusions – inspired in large part by the need to protect freedom of expression – is for editorial content.”

ASA warned that it considers the vast majority of content marketing to be “selling something,” therefore, requiring licensed operators to follow CAP Code gambling rules on under-18 protection and to ensure that content cannot appeal to youth culture.

Further CAP Code requirements applied to content marketing restrict under-25s from being featured in a gambling advertisement or prominent advertising role, as a new gambling advertising rule enforced by CAP.

ASA acknowledged that there is potential for some social media content to fall outside of its enforcement remit, in which it will consider complaints on a case-by-case basis.

In the limited scenarios where complaints about operators’ social media are deemed not to be within remit, the ASA will refer them to the Gambling Commission who will consider the content displayed within the boundaries of its Licence Conditions and Codes of Practice (LCCP) rules.

ASA concluded: “Ultimately, the message for operators is straight-forward – all consumer-facing social media activity must comply with the standards set out in the gambling section of the CAP Code.

“For consumers, this demonstrates ASA and the Gambling Commission’s continued commitment to work together to deliver joined-up and effective protections.”

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Compliance Updates

IAGR confirms new Board members

Published

3 days ago

November 14, 2024

George Miller

Reading Time: < 1 minute

The International Association of Gaming Regulators (IAGR) has announced the appointment of four new trustees to its Board, each bringing unique expertise and leadership to strengthen IAGR’s global regulatory efforts:

Anders Dorph, Danish Gambling Authority (Europe)
Peter Kesitilwe Emolemo, Gambling Authority of Botswana (Africa)
Kevin Mullally, General Commercial Gaming Regulatory Authority (Asia/Oceania)
Louis Rogacki, New Jersey Division of Gaming Enforcement (North America)

IAGR President Ben Haden said, ‘I’m delighted to welcome our four new trustees to the IAGR Board. Their diverse expertise and leadership across different jurisdictions will bring fresh perspectives to our work, further strengthening our global approach to gaming regulation.

‘I look forward to collaborating with Peter, Louis, Kevin and Anders as we continue to foster innovation and drive forward effective, responsible regulation for the benefit of the global gaming community.

‘We also extend a big thank you to Trude Høgseth Felde and Mabutho Zwane for their dedicated service as they complete their terms on the Board, and I’m pleased to announce that Jason Lane will continue for another term as a Trustee.’

As a leading forum for gaming regulators worldwide, IAGR enables members to meet, share information, discuss legislative developments, exchange views and learn best practices in gaming regulation.

In recent news, IAGR has also confirmed that its 2025 annual conference will be held in Toronto, Canada, from 20 to 23 October 2025, with registrations opening in early 2025.

Compliance Updates

MGA Issues First ESG Code Approval Seals to Licensees

Published

6 days ago

November 11, 2024

Niji Narayan

Reading Time: < 1 minute

The Malta Gaming Authority (MGA) has awarded its first-ever ESG (Environmental, Social and Governance) Code Approval Seals to licensees in the online gaming sector, marking a milestone in the Authority’s commitment to promoting responsible and sustainable industry practices.

This initiative follows the launch of the voluntary ESG Code of Good Practice last year, which invited licensees to submit their ESG disclosure returns. The Code, which covers 19 topics categorised under Environmental, Social and Governance pillars, offers a strategic roadmap for online gaming companies to streamline their reporting efforts.

Following the first annual reporting cycle, 14 gaming operators have been awarded the ESG Code Approval Seal. The Code supports two levels of reporting: Tier 1, which establishes foundational ESG standards, and Tier 2, which represents a more aspirational approach.

Seals are valid for one year, with flexibility for renewal in the subsequent reporting period, allowing operators to advance or adapt their reporting tier year by year.

“We believe this initiative will significantly enhance the industry’s reputation and sustainability credentials,” MGA CEO Charles Mizzi said.

“By integrating ESG considerations into their operations, gaming companies not only contribute to the wellbeing of society and the environment but also strengthen the trust and confidence that consumers, investors, and regulators have in the industry. This initiative sends a clear message: sustainability, in the broadest sense of the word, is integral to the future of the gaming sector.”

Compliance Updates

Turkish Football Federation to Penalise Clubs Promoting Illegal Betting

Published

6 days ago

November 11, 2024

Niji Narayan

Reading Time: < 1 minute

The Turkish Football Federation (TFF) has introduced new regulations to crack down on illegal betting advertisements in professional football.

According to the TFF, clubs found violating the new rules will face fines and, in case of repeated offenses, the deduction of points.

Under the updated guidelines, any club in the Turkish Super League involved in unauthorised betting promotions will face a tiered penalty system.

The first violation will result in a fine of 2 million Turkish Liras (around $58,000), and the second offense will incur a 5 million lira fine and a third violation will see the fine increased to 10 million liras. For subsequent breaches, clubs will be fined 10 million liras for each offense, along with a three-point deduction from their league standings.

“It is forbidden to promote or advertise betting organizations not licensed by competent authorities. This includes any media, billboards and other equipment used within stadium,” the TFF stated.

The TFF emphasised that the ban also applies to entities affiliated with these betting organisations, including those involved in promoting and advertising activities in a way that suggests endorsement of illegal betting.

The global scale of the illegal betting market is staggering, with the United Nations Office on Drugs and Crime estimating its worth at $1.8 trillion. In Türkiye alone, the sector is projected to exceed 100 billion liras, according to the Financial Crimes Investigation Board.