A new compliance initiative targeting gambling advertising has been announced by the UK Gambling Commission, with the use of AI planned to review adverts.
The UK gambling regulator had been pressured into action after the Committee of Advertising Practice (CAP) issued an enforcement notice.
It is hoped that the new measure will prevent gambling advertisements from strongly appealing to people aged under 18.
In its latest notice the CAP sent a warning to operators, stating: “If we identify ads that break the rules, we will require you to amend or remove the ad immediately and, if you fail to comply, we will impose sanctions, which may include referral to the platform hosting the ad and/or the Gambling Commission.”
From June 11th, CAP will conduct a monitoring exercise using its Active Ad Monitoring System, an AI-powered tool, in collaboration with social media platforms.
The ongoing review will consider and determine whether gambling advertisements comply with the rules designed to protect vulnerable audiences, including children.
The enforcement notice allows CAP to ask businesses found to be in breach of the rules to amend or remove advertisements without delay.
If businesses fail to comply the regulator can dish out sanctions, including making referrals to hosting platforms.
According to the Gambling Commission, online casinos and UK bookmakers must remain socially responsible for content published on social media and in advertising.
Operators must comply with CAP and Broadcast Committee of Advertising Practice (BCAP) requirements.
The commission warned: “The Commission works closely with the Advertising Standards Authority (ASA), and if a gambling firm is found to be in serious or repeated breach of the rules we can take tough action, including issuing fines.”
Gamble responsibly
Gambling should never be treated as a source of income. Remember to never bet more than you can afford, and use deposit and time limits.
Other responsible gambling tools can be found on bookmakers’ websites and apps, but for more direct support you can visit GambleAware, GamCare, or Gamblers Anonymous.
