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BGC Strengthens Ads Rules to Further Protect Under 18s

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The Betting and Gaming Council (BGC) has unveiled new measures to further prevent under-18s from seeing digital media adverts.

The standards body, which represents the UK regulated betting industry, has announced changes that will be published in the Seventh Industry Code for Socially Responsible Advertising (IGRG code).

As well as raising advertising standards for young people, the new code will extend the current commitment, which ensures 20% of TV and radio advertising is devoted to safer gambling messaging, to digital media advertising too.

BGC members have already taken major steps to ensure only those legally allowed to bet see online marketing for regulated betting and gaming products.

Previous rules ensured all sponsored or paid for social media adverts must be targeted at consumers aged 25 and over unless the website can prove its adverts can be precisely targeted at over 18s.

Under the new guidelines, the 25+ rule will be extended to all digital media platforms who provide an appropriate age filter.

The new code, which will come into force on 1 December 2023, is the latest example of the BGC’s determination to drive up standards within the betting and gaming industry.

Other measures already introduced include the whistle to whistle ban on TV gambling adverts, cooling off periods on gaming machines, encouraging deposit limits, new ID and age verification checks and massively increasing funding for research, education and treatment.

A BGC code of conduct was also introduced placing a ban on football clubs using their social media accounts – which are popular with youngsters – posting direct marketing on betting odds and sites.

BGC members have also led on a push with social media platforms to allow the public to opt-out from receiving betting and gaming advertising online. BGC Chief Executive Michael Dugher wrote to DCMS earlier this year, urging the Department to put pressure on social media platforms to do more.

DCMS Minister Stuart Andrew MP has since confirmed he will convene a meeting to help drive change.

BGC members take a zero-tolerance approach to betting by children. According to the Gambling Commission’s “Young People and Gambling Report” (2022) the most popular forms of betting by children are arcade games like penny pusher and claw grab machines (22%) bets between friends (15%), playing cards for money (5%) and fruit machines (3%) – not with BGC members.

Michael Dugher, chief executive of the BGC, said: “As the standards body for the regulated sector, we are committed to continuing to drive up standards and make big changes across the betting and gaming industry. Helping protect young people is our number one priority.

“BGC Members have already taken significant steps to ensure adverts by our members only reach the right audiences. With more help from the platforms, we can do even more.

“Safer gambling messaging is also absolutely crucial. It is about ensuring that customers use safer gambling tools like setting deposits limits and time outs, but also it is about the vitally important work of signposting the help that is out there to help the minority of gamblers who might be struggling with their betting and gaming.

“The new edition of the IGRG Code is further evidence of our determination to continue to ensure that standards are rising and are as high as they can possibly be.”

BGC worked alongside Bacta, Bingo Association and the Lotteries Council to formulate these new rules and ensure it was a cross industry effort.

Around 22.5 million UK adults enjoy a bet each month. The regulated betting and gaming industry in the UK contributes £7.1bn to the economy in GVA and generates £4.2bn in taxes which fund essential public services, the industry also supports 110,000 jobs across the country.

Participation in gambling by children (11-16 years) has fallen significantly since 2011 – from 23% of children participating in some form of gambling on a past-week basis to 7% in 2022 (GC Young People and Gambling Report 2022).

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Crown Melbourne Fined for Exclusion Breach

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Crown Melbourne has been fined $100,000 by the Victorian Gambling and Casino Control Commission (VGCCC) for allowing an excluded individual to gamble for nearly 15 hours.

VGCCC CEO Suzy Neilan said the incident underscores the need for safeguards to protect vulnerable individuals.

“Exclusion is a critical harm minimisation tool. It enables a clear barrier between an individual and the gambling environment especially during moments of vulnerability,” Ms Neilan said.

The breach occurred on the evening of 31 October 2024, when the person (who for welfare concerns was excluded by Crown in August 2024) entered Crown Melbourne and gambled continuously for 14 hours and 40 minutes. The person was not approached by a Crown PlaySafe attendant or any other employee during this period.

“For nearly 15 hours, the person was able to gamble continuously without taking a break, interacting with staff, or being identified by Crown’s surveillance systems. Crown staff only became aware of the breach after being alerted by a VGCCC inspector,” Ms Neilan said.

Ms Neilan acknowledged the individual had made efforts to conceal their identity but said the incident indicates that the implemented measures have not sufficiently mitigated potential shortcomings in Crown’s systems and controls in policing the presence of an excluded person.

Crown assisted the VGCCC with this investigation and has implemented further controls in the last 12 months, including reconfiguring gaming floor entrances, reviewing the location of facial recognition cameras and continuous training for entry point officers.

“This incident highlights the challenges of enforcing exclusions, but also the importance of continuous improvement and vigilance. Crown Melbourne must ensure that its procedures are constantly assessed so that the likelihood of an excluded person entering the casino is minimal,” Ms Neilan said.

The post Crown Melbourne Fined for Exclusion Breach appeared first on European Gaming Industry News.

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Compliance Updates

Stake joins ESIC as official anti-corruption partner

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The Esports Integrity Commission (ESIC) is pleased to announce that Stake has joined as an Official Tier 1 Anti-Corruption Partner.

As a global entertainment and technology brand, Stake’s collaboration with ESIC underscores a shared commitment to strengthening integrity frameworks and supporting fair competition across the esports ecosystem.

ESIC’s Anti-Corruption Supporter program brings together key industry stakeholders who contribute directly to the detection, analysis, and investigation of suspicious betting activity. Through data sharing, operational cooperation, and collaborative monitoring, the program enhances ESIC’s capacity to identify and address potential issues in real time.

As part of Stake’s Anti-Corruption Partner role, Stake will contribute to ESIC’s integrity monitoring network, helping advance the Commission’s efforts to ensure transparency, accountability, and sustainability within the global esports industry. This collaboration reinforces both organisations’ commitment to safeguarding the credibility and long-term development of competitive gaming worldwide.

Stephen Hanna, CEO of ESIC, commented: “The addition of Stake to ESIC’s Anti-Corruption Supporter network reinforces the sentiment that integrity is a shared responsibility. ESIC’s Anti-Corruption Supporter program relies on the active collaboration of partners like Stake, whose operational insights contribute directly to our ability to identify and mitigate integrity threats. Together, we are building a stronger foundation of trust and accountability that supports the sustainable growth of esports worldwide.”

Jarrod Febbraio, Director of Stake, commented: “This partnership formalizes Stake’s commitment to protecting integrity and transparency across the global esports ecosystem. As the world’s leading online-first betting operator, supporting the industry is central to our strategy and our scale makes this collaboration with ESIC essential to safeguarding its integrity. Together, we’re ensuring the ecosystem remains fair, transparent, and trusted by fans and participants worldwide.”

The post Stake joins ESIC as official anti-corruption partner appeared first on European Gaming Industry News.

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Compliance Updates

Corinne Valletta Wins Chief Compliance Officer of the Year at the Global Regulatory Awards 2025

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At the Global Regulatory Awards 2025 (GRAs), Betsson Group’s General Counsel, Corinne Valletta, was named Chief Compliance Officer of the Year. The award was accepted on her behalf by Betsson Group’s Deputy General Counsel, Dario Evangelista.

Since joining Betsson Group in May 2017, Corinne has played a pivotal role in navigating the complex and constantly evolving regulatory landscape of online gaming. Her strategic leadership has guided Betsson through significant regulatory challenges while supporting the successful expansion of Betsson’s operations into several new jurisdictions.

Corinne has also been a strong advocate for policies that elevate industry-wide standards of operational excellence, protect players and achieve compliance while ensuring the continued relevance of the brands in the commercial space.

Organised by Vixio Regulatory Intelligence, the Global Regulatory Awards recognise excellence across the compliance and responsible gambling sectors, highlighting the individuals and teams who drive progress and uphold best practices in the industry.

This nomination and prestigious award reaffirm Betsson Group’s ongoing dedication to strengthening compliance, ensuring a safe, transparent and trustworthy business.

The post Corinne Valletta Wins Chief Compliance Officer of the Year at the Global Regulatory Awards 2025 appeared first on European Gaming Industry News.

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