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.
Armenia accelerated one of the most aggressive gambling regulatory reforms in Eurasia after approving new measures to control digital platforms, advertising, payments and financial supervision across the betting sector. The strategy promoted by the government of Prime Minister Nikol Pashinyan aims to strengthen legal gambling operations, increase fiscal oversight and tighten control over offshore operators in a market that has expanded dramatically over the past decade.
The reform is being driven by the Ministry of Finance of Armenia led in 2026 by Vahe Hovhannisyan, together with the State Revenue Committee headed by Rustam Badasyan. The main political architect behind the changes is MP Hayk Sargsyan from the ruling Civil Contract party.
The core of the reform focuses on payments and financial monitoring. Armenia plans to block transfers to unlicensed gambling operators, strengthen AML/KYC requirements and connect licensed platforms directly to state monitoring systems operating in real time. Armenia is advancing the software operator selection for its centralised gaming monitoring center, following the legal framework established in early 2024 to connect platforms directly to state systems in real time.
The 2026 update focuses on accelerating the public tender for the private operator, rather than the initial creation of the monitoring infrastructure, with the State Revenue Committee (SRC) leading the technological implementation. The fiscal framework is also becoming stricter. Since July 1, 2025, Armenia has applied a 10% turnover tax on gambling operations, while online gaming license costs doubled in April 2025 and are scheduled to continue increasing annually through 2028.
According to official figures cited by lawmakers, Armenia’s gambling turnover reached approximately AMD 6.3 trillion in 2023, equivalent to nearly €14 billion, while online casino deposits climbed to AMD 811 billion during 2024.
The government also tightened gambling advertising restrictions, limiting promotions to luxury hotels, border checkpoints and authorised operator channels. Armenian authorities argue that the new regulatory model is designed to protect legal operators, reinforce financial traceability and modernise state supervision over one of Eurasia’s fastest-growing digital industries.
The post Armenia Launches Sweeping Gambling Payment Reform appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
The UK Gambling Commission (UKGC) has officially extended the deadline for licensed remote operators to implement Phase 2 of the new deposit limit regulations.
In October 2025 the first phase of improvements to tools that help consumers to manage their gambling were introduced in the Remote Technical Standards (RTS) with the second phase due to be introduced on 30 June 2026.
Following stakeholder feedback, the Commission has extended the implementation period of the second phase to the end of September 2026 to allow for further operator technical development time.
From 30 September 2026 operators must:
• offer gross deposit limits to customers, and in some cases re-introduce gross deposit limits to the options available to customers
• name gross deposit limits as “deposit limits” – only this type of limit can be called a “deposit limit”
• offer gross deposit limits with at least equal prominence as other types of financial limit.
“We have also updated our consultation response document to clarify that to ensure consistency across the industry, from 30 September 2026 only gross deposit limits must be offered over fixed time frames. Rolling and fixed time frames can be used for other limit types,” the UKGC said.
“In preparation for implementation operators are asked to refer to the Remote Gambling and Software Technical Standards: Consultation Response and linked annex for the RTS 12 in full effective from 30 September 2026.
“All operators are advised that an annex initially published alongside the supplementary consultation response on 7 October 2025 contained small errors and was temporarily removed from our website. Any downloaded or offline versions of the Annex saved prior to 22 May 2026 should be disregarded.”
The post UKGC Extends Phase 2 Deposit Limit Regulation Deadline to September 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Coljuegos has officially authorized MrYoker as Colombia’s newest regulated online sports betting and casino operator.
It is estimated that, over the next 5 years, the new operator will obtain revenues close to $2.83 billion.
Through concession contract C2261 of 2026, Coljuegos authorized the entry into operation of the portal www.mryoker.co, a site where sports betting and online games can be carried out legally and monitored by the entity.
The online gaming sector is experiencing one of its best periods, thanks to the industry revitalization strategy implemented during the current administration. With MrYoker, there are now 15 authorized operators in Colombia.
The new portal belongs to the company Global Vitxo SAS, and will initially be able to offer live casino, virtual slot machines, and sports betting until 2031.
According to the projections presented, it is estimated that, for the next 5 years, this operator will contribute approximately $27.282 billion in monopoly revenues and administrative expenses, resources that will go directly to finance the subsidized health system.
It is worth mentioning that, during 2026, online betting portals have contributed $253.224 billion to Coljuegos in terms of exploitation rights, and it is expected that, by the end of the year, these transfers will exceed $450 billion.
The post Coljuegos Authorizes MrYoker as Colombia’s Newest iGaming Operator appeared first on Americas iGaming & Sports Betting News.
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