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ASA Bans Betway Ad Featuring 20-year-old England Footballer Declan Rice

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The Advertising Standards Authority (ASA) has banned an ad by the gambling firm Betway for featuring footballer Declan Rice because he is under 25 years old.

The video on the company’s YouTube account, seen in October, showed a car clamp prank being played on the England and West Ham star. A viewer complained that the ad breached advertising rules by featuring Rice, who was 20 years old. People under 25 are not allowed to play a significant role in gambling advertising, according to the Advertising Standards Authority (ASA) guidelines.

Betway said the video did not feature the player in a sporting context, did not refer to odds or promotions and contained no link to the Betway website where a bet could be placed, describing it as “editorial content” rather than an ad.

But the ASA said the video appeared on the Betway YouTube channel, featured sportsmen who consumers would be able to place bets on in the future and were wearing football shirts with a prominent Betway logo, and ended with the brand name “Betway.”

“We, therefore, considered that the video was promoting the Betway brand. Because Declan Rice was under the age of 25, and played a significant role in the ad, we concluded that the ad breached the Code,” the watchdog said.

“Although the prank was genuinely intended as a stunt for content purposes rather than an advert, Betway fully accept the ASA ruling and have already removed the video,” a Betway spokesman said.

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Alberta

Gaming Corps wins conditional Alberta iGaming supplier licence

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Gaming Corps has secured a conditional iGaming supplier licence from the Alberta Gaming, Liquor & Cannabis (AGLC), clearing the company to manufacture and supply gaming software in the province ahead of Alberta’s regulated market launch on 13 July 2026.

The licence was granted through Gaming Corps’ subsidiary, Gaming Corps Malta Ltd. The company said the approval positions it to enter Alberta’s regulated iGaming market from day one.

Alex Lorimer, COO at Gaming Corps said: “Securing our Alberta licence marks another important step in Gaming Corps’ regulated market expansion strategy. Canada continues to represent a key growth region for us, and we’re excited to bring our expanding portfolio of games and unique mechanics to operators and players in Alberta.”

Alberta is set to become Canada’s second regulated open iGaming market after Ontario, with the AGLC overseeing licensing and compliance requirements for operators and suppliers.

The post Gaming Corps wins conditional Alberta iGaming supplier licence appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Brazil

IBJR: Crackdown on Illegal Betting Critical to Success of Desenrola 2.0

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The Brazilian Institute for Responsible Gaming (IBJR) has warned that the effectiveness of the financial protection measures included in Desenrola 2.0 fundamentally depends on a strict crackdown on the illegal betting market.

In 2025, bets placed on licensed platforms accounted for only 0.46% of household consumption in the country — an extremely small share of the average Brazilian family budget — according to data from a study conducted by LCA Consultoria. This reinforces that the main driver of household indebtedness in Brazil continues to be the high cost of credit.

The IBJR emphasized that restricting access to the regulated sector may encourage users to migrate to illegal platforms, which already handle around R$40 billion per year and operate without any oversight or consumer protection mechanisms.

Combating the illegal market is the most urgent step to prevent unlicensed operators — often linked to organized crime — from taking advantage of restriction windows to attract vulnerable consumers. This concern is heightened by the proximity of the FIFA World Cup, a period that naturally increases the volume of sports betting activity, as well as by the potential loss of R$10.8 billion in tax revenue if consumption shifts to the underground market.

IBJR reiterates that real consumer protection and the integrity of Desenrola 2.0 depend on coordinated action between the government and the private sector. The organization advocates for public policies that combine financial education, the strengthening of responsible gaming practices, and a strategic offensive against illegal websites, ensuring that entertainment takes place exclusively within a safe, transparent, and properly regulated ecosystem.

The post IBJR: Crackdown on Illegal Betting Critical to Success of Desenrola 2.0 appeared first on Americas iGaming & Sports Betting News.

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AI

MGA Launches Consultation on AI Gaming Charter

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The Malta Gaming Authority (MGA) has launched a public consultation on a proposed AI Gaming Charter on the Ethical and Responsible Use of Artificial Intelligence.

The Charter has been developed in collaboration with the Malta Digital Innovation Authority (MDIA) and is intended to provide voluntary, principles-based guidance to support the responsible and transparent use of AI within the sector. It is designed to complement existing legal and regulatory frameworks, including the EU Artificial Intelligence Act, while reflecting the specific operational context of the gaming industry.

The post MGA Launches Consultation on AI Gaming Charter appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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