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ASA: new standards protecting children from irresponsible gambling ads
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The Advertising Standards Authority has published new standards to protect children and young people from irresponsible gambling ads.
This follows a review of the evidence on advertising’s impact on under-18s and rulings by the Advertising Standards Authority. The last review was carried out in 2014.
The evidence suggests that exposure to gambling ads that comply with the UK’s Advertising Codes is, of itself, unlikely to harm under-18s. Targeted restrictions are still required, however, to address the potential risks associated with irresponsible advertising. While the advertising rules don’t need to change, we have introduced new standards to strengthen how they apply in practice.
The new standards:
- prohibit online ads for gambling products being targeted at groups of individuals who are likely to be under 18 based on data about their online interests and browsing behaviour;
- extensively list unacceptable types of content, including certain types of animated characters, licensed characters from movies or TV and sportspeople and celebrities that are likely to be of particular appeal to children, and references to youth culture; and
- prohibit the use in gambling ads of sportspersons, celebrities or other characters who are or appear to be under 25; and
- adds to existing guidance on the responsible targeting of ads, covering all media (including social networks and other online platforms)
In particular, the standards provide examples of scenarios to help advertisers understand what they need to do to target ads away from under-18s. For example:
Social media – gambling operators must use all the tools available to them on a social network platform to prevent targeting their ads at under-18s. This includes both ad targeting facilities provided directly by the platform based, on their platform users’ interests and browsing behaviour, and tools that restrict under-18s’ access to marketers’ own social media content.
Parts of websites for under-18s – gambling operators should take particular care to avoid placing their ads on parts of websites of particular appeal to under-18s. For example, a football club’s website might have a strongly adult audience in general, but it would be inappropriate to place gambling ads in pages dedicated to younger supporters.
Social and online gaming – gambling-like games or games that feature elements of simulated gambling activity are often popular with children and young people. Such games should not be used to promote real-money gambling products. Where social and online games feature marketing communications for gambling games, they should not be directed at under-18s.
Influencers – gambling operators should take particular care when identifying influencers to promote their products or brands. They should take into account the influencer’s likely appeal and obtain audience data (for instance, the age-breakdown of a follower or subscriber-base) to ensure that under-18s are not likely to comprise more than 25% of the audience.
Affiliates – responsibility lies with gambling operators to ensure that affiliates or other third parties acting on their behalf to publish or disseminate ads that comply with the advertising rules.
The new standards will come into force on 1 April 2019.
Director of the Committees of Advertising Practice, Shahriar Coupal, said:
“Playing at the margins of regulatory compliance is a gamble at the best of times, but for gambling advertisers it’s particularly ill-advised, especially when the welfare of children is at stake. Our new standards respond to the latest evidence and lessons from ASA rulings, and require that greater care is taken in the placement and content of gambling ads to ensure they are not inadvertently targeted at under 18s.”
The new regulatory statement should be read in conjunction with:
- Protecting Children and Young People – Gambling Guidance (Annex A)
- Gambling Guidance Letter to DCMS (Annex B)
Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: ASA: new standards protecting children from irresponsible gambling ads
Latest News
Gaming Corps appoints Fredrik Geijer as Chief Financial Officer
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Gaming Corps – a publicly-listed game development company based in Sweden, has announced the appointment of Fredrik Geijer as its new Chief Financial Officer, effective 21 February 2026.
Fredrik brings more than two decades of senior financial leadership and international audit experience, including long-standing roles at PwC across Sweden, China and Australia, alongside CFO appointments at high-growth companies Lexly and Cemvision. His background as both an authorised public accountant and operational finance leader positions him to support Gaming Corps as it continues its scale-up across global markets.
Current CFO Mikael Bäckström will remain in position until 20 February 2026, before taking on a role focused on broader strategic support within the company, ensuring continuity and a smooth handover.
Juha Kauppinen, CEO at Gaming Corps, said: “Gaming Corps is entering an ambitious next phase of growth, and reinforcing our financial leadership is central to delivering on that strategy. We’re building a structure that allows us to take a major step forward and genuinely challenge the world’s leading game studios, and Fredrik’s international experience and proven track record make him an excellent fit for this journey. We are grateful for Mikael’s continued contribution and pleased he will remain with us during this transition.”
Fredrik Geijer added: “Gaming Corps has established a strong operational foundation with clear momentum across markets. With that groundwork in place, the company now has a real opportunity to advance its position and compete at the very top tier of global game development. I’m excited to join at such a pivotal moment and work closely with Mikael to ensure a seamless and effective transition into the CFO role.”
The post Gaming Corps appoints Fredrik Geijer as Chief Financial Officer appeared first on European Gaming Industry News.
Latest News
Eye of Ra Roulette 2000x — Amusnet’s Live Casino Journey into the Sun God
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Amusnet elevates its Live Casino experience with Eye of Ra Roulette 2000x, a premium live roulette game that merges classic game classics with electrifying multiplier mechanics. Set against a striking Ancient Egypt-themed backdrop, this production delivers a modern twist on a timeless favourite, blending sophistication, immersion, and excitement into one unforgettable experience.
Every round is hosted by a charming presenter who guides the action with confidence and charisma – spinning the wheel, announcing results, and shaping an engaging live show. Players enjoy seamless, high-quality streaming enhanced by vivid animations, dynamic camera angles, and captivating sound design that brings the ancient-world theme to life.
At the core of Eye of Ra Roulette 2000x lies the Dynamic Multiplier feature, transforming the traditional paytable into a thrilling world of possibilities. It offers chances of boosting players’ winnings by 30x, 50x, 100x, 200x, 400x, 1000x, and up to a massive 2000x on inside bets, turning each round into a high-energy moment filled with unpredictability and anticipation.
For the first time in an Amusnet Live Casino game title, outside bets also benefit from enhanced payouts. Classic options such as Red/Black, Dozen, Column, Low/High, and Even/Odd can award 5x, 7x, or 10x, introducing a fresh layer of strategy while maintaining the familiar structure of traditional roulette. A 20% premium charge on outside bets unlocks this added potential, creating a compelling new risk-reward balance for players.
Eye of Ra Roulette 2000x is designed for maximum accessibility and global reach. With its intuitive user interface, players can place bets effortlessly using smooth chip controls, drag-to-bet functionality, rapid re-bet options, and a fully adjustable table view.
The game is built for fast, stable, worldwide deployment. Optimised for desktop, tablet, and mobile, it ensures flawless gameplay for an unlimited number of participants every round.
Eye of Ra Roulette 2000x stands as a bold new addition to the Live Casino arena – where classic roulettes meet modern game mechanics, and every spin has the potential to shine with ancient power.
Dynamic Multiplier
The Dynamic Multipliers Feature is triggered during the No More Bets phase, randomly selecting up to seven inside bets for massive boosted payouts. When a number is hit, its standard payout is replaced with a Multiplier that ranges between 30x, 50x, 100x, 200x, 400x, 1000x, or 2000x. Each game round brings unpredictable and thrilling gameplay, keeping players on the edge of their seats as they chase those huge, adrenaline-pumping wins.
Outside Bets
The Outside Bets Feature introduces a fresh twist to classic roulette, giving players the chance to boost Red/Black, Even/Odd, Dozen, Column, and Low/High bets with exciting 5x, 7x, or 10x payouts.
Jackpot Cards
The Jackpot Cards bonus game is triggered at random during the gameplay to allow players to win impressive jackpots.
The post Eye of Ra Roulette 2000x — Amusnet’s Live Casino Journey into the Sun God appeared first on European Gaming Industry News.
Latest News
AGS Interactive Expands Its UK Presence with bet365 Partnership
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AGS Interactive (AGSi) has solidified its presence across the pond, taking a selection of its best-performing games live in the UK with bet365.
This announcement further cements AGS’ partnership with bet365 building on existing collaborations in the United States, Canada, and Latin America. bet365’s established UK market position and diverse global presence make them a logical strategic partner to support AGS’ global growth initiatives throughout Europe and beyond.
At the time of launch, bet365 players across the UK will have access to more than 20 popular game titles from AGS’ interactive content library. Notable titles include:
- Rakin’ Bacon!®
- Capital Gains®
- 3X Ultra Diamond
- Shamrock Fortunes®
- And more
“We’ve worked closely with bet365 for years and extending our partnership to the UK is an important milestone for AGS,” said Zoe Ebling, Vice President of Interactive at AGS. “It not only reflects the strength of our relationship, but the growing global appeal and potential of our increasingly diverse portfolio of high-performing online slot content. This is a clear sign of where AGS is headed — broader reach, more markets, and a rapidly expanding international footprint.”
“We’re delighted to welcome a selection of AGS’s most beloved slot titles to our UK market,” said a bet365 spokesperson. “This expanded partnership, featuring popular casino slots, and custom-branded titles emphasizes our commitment to providing a Never Ordinary online gaming experience.”
The post AGS Interactive Expands Its UK Presence with bet365 Partnership appeared first on European Gaming Industry News.
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