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.
Australia
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.
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.
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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