Compliance Updates
ASA Bans BetUK’s Radio Ad Featuring Former Footballer Adebayo Akinfenwa

LeoVegas-owned sportsbook BetUK has been told by the UK’s Advertising Standards Agency (ASA) not to repeat an advertisement again which featured former footballer Adebayo Akinfenwa, due to its appeal to under-18s.
The radio ad for the operator in September 2023 saw Akinfenwa state he was a brand ambassador for the company. He promoted BetUK’s responsible gambling tools including deposit limits, reality checks and timeouts.
The ASA investigated the ad on the grounds of a complaint which said Akinfenwa may appeal to under-18s, and the body has subsequently ordered BetUK not to repeat the ad.
The ASA acknowledged BetUK’s argument that during his playing career, 41-year-old Akinfenwa never played in the Premier League – and so his appeal to under-18s was “low-risk.”
However, the ASA, referring to the B/CAP guidance, said that Akinfenwa was “likely” to have appeal to under-18s due to his social and media profiles.
“The B/CAP guidance classed footballers at lower league and non-league clubs as ‘low risk,’ but also stated footballers from outside the topflight could be of ‘moderate risk’ on the basis of their social and other media profiles,” the ASA said in its ruling.
Akinfenwa initially rose to fame through the FIFA series of video games, where he was highlighted by YouTuber-turned-boxer KSI for his in-game strength attribute.
“While we acknowledged BetUK’s view that Mr Akinfenwa’s clothing range, BeastModeOn, had broad appeal and was not targeted at children, we considered the manner in which he was portrayed in the media and by which he had marketed himself would have led some football fans to view him as a cult hero in the game,” the UK’s advertising watchdog said.
“We therefore considered that his media profile, alongside our view that he was unusually well known for a former lower league footballer, would have placed him in the ‘moderate risk’ category of the guidance.”
BetUK also argued that only eight percent of Akinfenwa’s followers on Instagram were under-18s and that the radio ad was played during a show which was likely to have an adult audience.
The operator added that 13% of his Snapchat followers were under 18.
The ASA, however, noted in its ruling that Akinfenwa therefore “had at least 157,000 followers who were under 18 years.”
The watchdog added that the true number was likely higher due to the unavailability of follower data for Facebook, X (formerly Twitter) and TikTok.
“Although his career as a lower league footballer and his media profile in isolation would have placed him in the ‘moderate risk’ category, we considered that because he had such large numbers of social media followers who were under 18 years due to his career and profile, Mr Akinfenwa would be placed in the ‘high risk’ category and was likely to be of strong appeal to under-18s,” the ASA concluded.
Compliance Updates
UKGC Imposes Fine of £375,000 on Football Pools Limited

The UK Gambling Commission (UKGC) has imposed a fine of £375,000 on online gambling business, Football Pools Limited, after a Commission investigation revealed social responsibility and anti-money laundering failures. The breaches were occurred between September 2022 and August 2023.
John Pierce, Commission Director of Enforcement, said: “This case demonstrates that the Licensee’s approach to anti-money laundering risk profiling and monitoring was insufficient, allowing high-risk customers to continue gambling before completing necessary enhanced due diligence checks.
“In addition, the Licensee was over-reliant on financial alerts that whilst preventing significant losses meant it failed to engage in a timely manner with some customers who were potentially experiencing other markers of gambling-related harm such as time spent gambling and high velocity spend.
“While it is recognised that necessary improvements have been made by the Licensee following the completion of the compliance assessment, the Commission will take further action if these standards are not maintained.”
The post UKGC Imposes Fine of £375,000 on Football Pools Limited appeared first on European Gaming Industry News.
Compliance Updates
Health and Social Care Committee to Hear Evidence on Gambling-related Harms

The Health and Social Care Select Committee will examine the current gambling landscape and the potential for harms caused by developments in gambling products in a one-off oral evidence session on Wednesday 2 April.
In 2023, approximately 25 million people in England gambled, and in the financial year to March 2024 the British gambling industry had a gross gambling yield (GGY) of £15.6 billion.
The Government has said it wants to facilitate a “cultural shift” in the understanding of gambling-related harms to reduce stigma associated with getting help. The session will see MPs probe what is needed to develop an effective public health response to gambling-related harms, and the Government’s role in leading and delivering this work.
As part of their questioning on the public health response to gambling-related harms, MPs will ask witnesses’ views on what role public health teams need to have within wider local authority services to reduce potential for gambling-related harms, and whether they think the current rules sufficiently safeguard children and vulnerable people from gambling-related harms.
In November 2024, the Government announced the introduction of a statutory levy on gambling operators, which will provide, for the first time, a dedicated statutory investment for prevention work. From April 2025, the Gambling Commission will be responsible for collecting and administering the new levy, under the strategic direction of the UK government.
In light of this, the session will see MPs pose questions to witnesses on the commissioning of effective treatment and prevention services in the context of the statutory levy on gambling operators and the role of the Gambling Commission in regulating the industry.
The post Health and Social Care Committee to Hear Evidence on Gambling-related Harms appeared first on European Gaming Industry News.
Australia
Changes to Tipping Off Offence Came into Effect in Australia

Businesses and individuals bound by the tipping off offence must now consider whether a disclosure could be expected to prejudice an investigation, under changes to the AML/CTF laws that came into force on March 31.
The changes to the offence, which carries a maximum penalty of around $39,000 or up to 2 years in prison, are now focussed on the harms that could flow from a disclosure.
AUSTRAC CEO, Mr Brendan Thomas, said the change is part of AML/CTF reforms passed late last year to expand and simplify the legislation.
“The previous legislation was almost 20 years old and a lot has changed in that time,” Mr Thomas said.
“AUSTRAC is about to usher in 100,000 new businesses to the regime next year and they too will be subject to the tipping off offence.
“The change to the offence is about balancing intelligence gathering with practicality to ensure we can all get the best outcome – identifying criminal activity and driving money laundering out of legitimate businesses.
“We need businesses to work with us to detect illicit transactions – tipping off risks criminals getting a heads up. Criminals can then take action to hide or disguise their illegal activities. However, we know that effective information sharing within and between businesses helps stop money laundering.”
Businesses and individuals covered by the AML/CTF legislation, including banks, casinos, remitters and money lenders, are now prohibited from disclosing certain information to another person (other than AUSTRAC), only where it would or could reasonably be expected to prejudice an investigation.
“The move to a focus on harms strikes a better balance between protecting law enforcement investigations and allowing industry to collaborate in fighting money laundering, terrorism financing and other serious crimes.”
While the tipping off offence changes from March 31, most of the obligations under the amended AML/CTF Act will not come into effect until 2026, when entities in real estate, accounting, precious stones and metals and digital assets come under AUSTRAC’s remit.
The post Changes to Tipping Off Offence Came into Effect in Australia appeared first on European Gaming Industry News.
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