The UK Gambling Commission (UKGC) has informed operators that it is launching a new compliance review into content marketing.
The Committee of Advertising Practice (CAP) published an enforcement notice addressed to all companies in the gambling industry. It stipulates that no marketing content should have a strong appeal to people under 18.
Starting June 11, the verification effort will employ an AI-based Active Ad Monitoring System and involve partnerships with social media platforms.
The Commission warns operators: “If we identify advertisements that violate the rules, we will require you to amend or remove them immediately and, in the event of non-compliance, we will apply sanctions which may include reporting the platform hosting the advertisement and/or to the Gambling Commission.”
Operators are reminded that all advertising, including social media posts aimed at consumers, must be socially responsible and comply with the advertising codes issued by the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP).
These rules are designed to ensure that marketing communications relating to gambling products are socially responsible, with particular attention to the need to protect children, young people under 18, and other vulnerable people from harm or exploitation resulting from advertising featuring or promoting gambling.
