Europe

Finland gambling bill delayed due to lack of agency staff

The first Parliament reading of Finland’s gambling bill shed light on the reasons for its implementation being delayed, as Licensing and Supervision Agency doesn’t have enough staff to hit the timeline.

A report from the Administrative Committee called for a six-month postponement to the implementation of the country’s commercial licensing gambling market until 1 July 2027.

Earlier this week, representatives in a Parliament plenary session debated the delay, as the market was initially scheduled to launch on 1 January 2027. The debate saw Tuomas Kettunen of the Centre Party question Sinuhe Wallinheimo of the Coalition Party if the gambling market’s implementation was delayed as a result of election politicking.

The delay aligns the introduction with the upcoming election, which is set to take place in 2027 and could lead to the country’s gambling bill being a topic of political conjecture during the build up.

“Representative Wallinheimo, was this finally a matter of the fact that the postponement of the Gambling Act was a purely political consideration on the part of the Coalition Party?” stated Kettunen.

“Was it a matter of political consideration? Namely, nowhere has it been mentioned that the gambling reform could come into force as the government originally proposed, i.e. at the beginning of 2027.

“In other words, was this a matter of some kind of election politicking, that the Coalition Party did not want this advertising rally to start on 1 January 2027, because the parliamentary elections will be held on 18 April 2027?”

Kettunen queried that the Coalition Party is worried that its election advertising would be impacted by the incoming advertising from the gambling sector following the licensed market’s launch and thus wanted its implementation delayed until after the elections.

“This advertising rally will only start a couple of months after the parliamentary elections. What was the Coalition Party worried about in this matter?

“Was it that the Coalition Party would not receive its election advertisements, when so many advertisements from gaming companies are appearing in the newspapers? Or was it that there was a bit of concern that if these disadvantages start to occur, what kind of impact will this have on the election result of the National Coalition Party?”

Agency responsibilities

Wallinheimo hit back and emphasised that the delay was due to there not being enough staff ready to meet the demands of the Licensing and Supervision Agency’s responsibilities as regulator of the commercially licensed market, in addition to the fact that the agency itself is still in its infancy.

Wallinheimo stated: “The permits for the first year, 2026, are indeed taken in by the National Police Board, and from the beginning of 2027 this would have then gone under the supervision of the licensing and supervision authorities. Such an organisation, Representative Kettunen, does not exist.

“We have no information about what type of people will be working there in the future, and on the same day they would have been given this huge task. It is simply not possible. That is why, first of all, since the Licensing and Supervision Authority does not exist, we are now wondering whether there are perhaps such people in the police administration who could transfer there, but even there are only a handful of people.

“The Licensing and Supervision Authority needs dozens of people to carry out this supervision. Such an organisation, Representative Kettunen, does not exist before 2027. That is why it made sense to take a six-month break here, so that people can genuinely get to work there and they know what they are supervising, after which they can then do their job properly.”

Stakeholders interested in the Finnish gambling market will be hopeful that the matter of the gambling agency can be resolved quickly, although it is clear now that a delay to its implementation is on the horizon.

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Poland to classify loot boxes as gambling 

A draft proposal has been submitted to the Sejm of Poland to add new “games incentives and virtual goods” as new criteria governed by the Gambling Act 2009.

Endorsed by the Poland 2050 MPs, the mandate specifically targets loot boxes to be recognised and classified as gambling criteria, with Poland developing unique safeguards for consumers of all ages.

Should Poland recognise loot box as gambling, the proposals will apply significant changes to the Gambling Act to bring clarity to legal criteria, provisions, consumer protections and licensing of games.

The changes state that “creators of games with loot box mechanics will need to obtain special permission and introduce age verification to ensure in-game purchases are compliant.”

No manipulation or random elements

Ministers backing the proposal seek to ensure Polish children play in safe and fair environments, protected from developing gaming or pathological disorders.

“The introduction of new definitions for games of chance, including games for virtual goods, will make it possible to classify new types of games not previously covered by the Gambling Act,” the draft explains.

“Loot boxes appearing in computer games, purchased by users for money, will be recognised as containing random elements for which players cannot foresee the outcome or value of the reward.”

In its justification, the document highlights the vulnerability of young audiences to manipulative design features:

“Young people constitute a significant part of computer game audiences and are more susceptible to impulsive behaviour and the risk of developing addiction. Mechanisms promoting the purchase of loot boxes may encourage compulsive habits of a gambling nature.”

Notably, Poland 2050 MPs have called on the Ministry of Finance to design specific licensing standards for game publishers. The proposal states that:

“Creators of games with loot box mechanics will be required to obtain special permission and implement age-verification systems to ensure that in-game purchases comply with statutory requirements.”

Tax and licensing

It further recommends that the Ministry consider taxation measures for loot box revenues, noting that “the regulation should define the fee for obtaining and maintaining a licence, taking into account the supplementary nature of such activities in relation to the main game.”

A key consideration within the draft concerns loot boxes and in-game purchases made with virtual (internal) currency accumulated through gameplay. The text clarifies that “where the internal currency may be obtained, exchanged, or monetised, such transactions should be treated as equivalent to financial stakes under the Gambling Act.”

If implemented, the reform would formally add “games for virtual goods” to Poland’s catalogue of gambling products, granting licences valid for two years and obliging operators to disclose the randomness of rewards, enforce age restrictions, and maintain responsible gaming procedures.

The Sejm has been urged to advance the proposal, with public consultations scheduled to begin on 4 January 2026.

Should the measure pass, Poland would become the third EU nation to classify loot boxes as gambling, following Belgium and the Netherlands. Yet the depth of Poland’s draft addressing taxation, licensing, and in-game transactions makes it one of the most comprehensive European approaches to date.

The reforms could establish Poland as a test case for balancing innovation in gaming with responsible gambling regulation, setting a new benchmark in Europe’s evolving debate over how digital economies continue to blur the line between play and chance.

Justyna Grusza-Głębicka

Local View

Speaking to iGaming Expert, Polish legal expert Justyna Grusza-Głębicka described loot boxes as one of the most complex regulatory questions facing lawmakers.

“One of the hot topic in 2025 was loot boxes. Are they gambling or not? The answer remains unclear,” she said. “Legislators have discussed the issue and referenced examples from Spain, the Netherlands and Belgium, yet no hard regulatory measures have been adopted. Meanwhile, the gaming industry continues to use randomised reward mechanics which — from both psychological and regulatory perspectives — function much like a casino. The most vulnerable users are children.”

Grusza-Głębicka noted that Poland’s new proposal could “bring long-awaited clarity” to a grey area that continues to divide gaming and gambling regulators across Europe, however come 2026 “video games developers should be prepared for change”

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KSA: Dutch gambling oversight improved by Control Databases 

Kansspelautoriteit (KSA), the Gambling Authority of the Netherlands, has enhanced its stance on the technical and data-quality standards of operators’ Control Databases (CDBs) of Dutch gambling.

The CDB is recognised as the principal data monitoring system that enables the KSA to oversee all licensed online gambling activity in real time.

Under the Remote Gambling Act (KOA), every permit holder must record game data in a near-real-time environment, stored in a separate CDB that the KSA and other authorities can directly access. The database is designed to guarantee that gambling in the Netherlands is conducted in a responsible, reliable and verifiable manner.

CDB orders
Operators are obliged to maintain a CDB that is continuously available, accurately configured, and promptly updated following any operational or technical change. Licensees must prevent disruptions, notify the KSA of any planned maintenance or infrastructure renewal, and ensure that any modification to game offerings, systems or data mapping is immediately reflected in the CDB.

The database must also be kept compliant with the latest technical specifications and data-model updates, the most recent being version 1.11, which came into force in December 2024 in line with the Responsible Gaming Policy 2024. Any failure to implement or maintain these updates constitutes a breach of Dutch regulations and can result in enforcement action or licence review.

KSA warns of shortcomings
In its latest inspection round, the KSA carried out a CDB data-quality review in July 2025, identifying several shortcomings among licensed operators. A follow-up audit in October confirmed that all providers had since corrected these issues, leading to measurable improvements in the accuracy and reliability of submitted data.

The regulator noted that most licence holders had made “significant progress” in aligning with the new standards, though “a few providers” still required additional attention. The KSA stressed that any detected errors must be rectified immediately — and that historical data must also be updated and improved to ensure continuous traceability.

CDB drives 2026 changes
The KSA warning arrives as the Netherlands prepares for further regulatory decisions by the incoming government changes, as the Remote Gambling Act (KOA) is due to be overhauled in 2026.

The CDB infrastructure will play a key role in that review — particularly in areas related to licence renewal, responsible-gaming interactions and customer-risk monitoring.

Reaffirming its stance, the KSA stated that robust, verifiable data remains the “foundation of effective supervision” and a prerequisite for operators seeking to maintain good standing in the Dutch market.

As the regulator’s technology and data teams continue to expand, control databases are likely to become the next frontier in the Netherlands’ shift toward a stricter, data-driven regulatory model.

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Forza Italia motion seeks to reset taxes on slots 

A new motion introduced to the Senate Budget Committee has reopened discussion over the governance and taxation of slot machines across Italy’s provinces and municipalities.

Submitted by Senator Claudio Lotito of Forza Italia during debates on the 2026 Budget Law, the proposal calls for a pilot taxation scheme of slot machines (AWPs) — a move that could reshape how Italy taxes and regulates one of largest gambling verticals.

The motion is submitted as a “consideration for the Budget 2026”, as lawmakers reassess how the land-based sector aligns with the wider gambling reorganisation that is currently being undertaken by the Meloni government.

Lotito proposes that tax rates be linked to player expenditure rather than gross revenue, with the aim of rebalancing the slot sector’s fiscal model and restoring competitiveness against both other regulated products and the illegal market, which continues to divert play away from licensed venues.

The plan also includes measures to strengthen player protection. Slot machines would be required to deliver a minimum 70% payout ratio, while the maximum prize limit would increase from €100 to €200.

Additional provisions introduce stricter responsible-play requirements, including technical safeguards to prevent underage access and limits on session duration, reinforced by on-screen warning messages – in-line with approved measures of the government reorganisation decree.

Lotito’s proposal replaces an earlier withdrawn amendment but lands at a critical moment for the sector. According to Budget Bill projections, slot wagers have declined from €24 billion in 2018 to an estimated €15.4 billion in 2026, while the tax rate has risen from 19.1% to 24% — a combination that has cost the state roughly €900 million in lost fiscal yield.

The initiative sits within the broader 2026 restructuring of Italy’s land-based gambling system, overseen by the Customs and Monopolies Agency (ADM). From January 2026, all slot and VLT authorisations will become fully digital, with QR-code labels replacing paper documentation under the agency’s traceability reforms.

The ADM confirmed that the digitisation trial had been completed “without reports of critical issues” and that penalties will apply for machines found without legible or intact QR codes.

Looking ahead, the Meloni government will proceed with phase two of Italy’s gambling reorganisation in 2026, modernising laws and compliance for land-based gaming venues and suppliers.

Key reforms will centre on the creation of a Unified Concession Model — a single national framework for retail gaming — introducing standard operating rules across provinces and municipalities, enhancing digital traceability, and strengthening player protection.

The ADM is also preparing to launch public tenders for new retail gaming concessions in late 2026, covering both betting shops and gaming halls, as part of the state’s long-term plan to secure fiscal stability and ensure full compliance with EU procurement standards.

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A new Gambling Act beckons but final GambleAware conference opens the field for more reasoned debate

The final GambleAware Annual Conference in London yesterday mixed general confusion and fear about the research, education and treatment levy with a more constructive tone than shown in recent years. Leading anti-gambling campaigner James Noyes of the Social Market Foundation (SMF) told guests at the final GambleAware Annual Conference in London yesterday (Dec 10th) that…

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Gordon Moody demands “interim funding” to avoid treatment crisis

Leading gambling treatment charities have accused the UK government of “shifting the goalposts” as they prepare for the implementation of the statutory levy.

A spokesperson for Gordon Moody revealed fears for the future of charity, telling The Guardian that sustainability remains uncertain beyond March 2026 – as it adapts to the NHS becoming the main administrator for the treatment and prevention of gambling harms.

“This approach is leaving longstanding, expert and proven organisations like Gordon Moody uncertain about their future beyond March 2026, and is already impacting on frontline services and the people with the most severe gambling harms,” the spokesperson said.

“We are calling on the government to approve interim funding for charities delivering essential treatment and prevention activities for the next 12 months and to initiate a comprehensive evaluation of all treatment providers.”

These worries were also shared by Victoria Corbishley, Chief Executive of GamCare, who revealed to The Guardian that services like GamCare still “don’t know what commissioners want from us from April”.

It’s a lack of clarity that should raise alarm bells for the government, with it significantly risking the ability of such organisations to provide support to problem gamblers.

What is the statutory levy?

Following changes made by the government, UK operators are now required to contribute to a statutory levy to support research, education and treatment (RET), with contributions determined by companies’ gross gambling yield.

As such, the NHS has replaced GambleAware as the leader of allocation funding for the treatment and prevention of gambling harms. Previously, GambleAware, which is undergoing a managed closure until March 2026, distributed funds garnered from voluntary contributions from the industry.

20% of the expected £100m annual yield will be allocated to research, while the Prevention Commissioner, the Office for Health Improvement and Disparities (OHID), will receive 30% of the levy funding.

Finally, the remaining 50% will go to the NHS, which will commission treatment and support services in collaboration with the third sector.

Continued concern

However, concerns have refused to die down over how the funding will be allocated and the future of charities like Gordon Moody.

As far back as March, Shafaq warned that the uncertainty over funding was being exacerbated by calls from some within gambling reforms to exclude organisations “tarnished” by taking money from the industry in the past.

Speaking on a recent episode of iGaming Daily, Dan Waugh, Partner at Regulus Partners, echoed these concerns, saying that many charities will be “put in a real pinch” due to the “ideological purity” that public health insists on.

“These charities have been told you cannot seek money from the gambling industry, which has funded you for the past 25 years or more, you’re not allowed to. Charities will be put in a real pinch,” he said.

“The commissioners under the levy generally are self-interested. So OHID and the NHS both have their own services. They will likely prioritise them, which means that charities will be at the back of the queue.”

Minister for Gambling, Baroness Twycross, who is being charged with leading the NHS-led approach to addressing gambling, has previously promised that the new levy will build on the work of organisations within the third sector.

She said: “As the new statutory gambling levy system comes into effect, managing a smooth and stable transition is an absolute priority, and we are taking significant steps to maintain service provision. The new levy system will build on the successes of the current system to improve and expand efforts to further understand, tackle and treat harmful gambling.”

However, as the new year draws closer and the industry adapts to the new framework, as well as a significant upheaval in the UK’s tax regime, the future of the third sector remains shrouded in an uncertainty that the government will need to work quickly to clear to ensure vital treatment isn’t disrupted.

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UKGC issues NetBet with £650,000 penalty for AML and social responsibility failures

NetBet Enterprises Limited has been ordered to pay a £650,000 penalty after an investigation by the UK Gambling Commission (UKGC) discovered anti-money laundering and social responsibility failures.

The operator, which runs netbet.co.uk, will also undergo an independent audit into its operations and will pay the money as part of a settlement with the commission, with all £650,000 going to socially responsible causes.

“This case highlights the serious consequences of failing to meet anti-money laundering and social responsibility obligations,” stated John Pierce, Director of Enforcement at the UKGC.

“We expect all operators to take note and ensure their systems are not only well-designed but are working effectively to protect consumers and to keep crime out of gambling.”

AML failures

Regarding AML, the UKGC noted that failures by NetBet included being over-reliant on financial triggers, with examples of customers being able to spend disproportionately to their net income.

According to the commission’s report, one customer was not referred to the Money Laundering Reporting Officer and remained AML low risk “despite depositing circa £2,000 within four active days, via an e-wallet (Apple Pay), and working in a higher-risk occupation”.

The customer later submitted a pay slip which “showed monthly net pay of circa £2,800, however, disproportionate spend was not considered when the customer deposited £1,650 within a two-hour period”.

The UKGC also discovered examples of “significant gambling activity” where customers were still considered low risk despite demonstrating concerning behaviours.

In addition, the operator’s money laundering and terrorist financing risk assessment also “omitted some key risks, including the management of third-party business relationships, high stakes gambling and controls relating to third-country nationals residing in the UK”.

Exhausted monthly deposit limit in minutes

Regarding social responsibility, the UKGC listed that NetBet’s failures included not implementing effective customer interaction systems and processes to minimise the risk of customers experiencing harm associated with gambling.

NetBet also failed to identify indicators of harm promptly, such as overnight play, velocity of deposits/exhausting limits and escalated gameplay. These indicators were often also only identified after a manual review had taken place.

According to the commission’s report, one customer “routinely exhausted their monthly deposit limit within a few minutes” depositing £15,000 within 40 minutes in one session, then four weeks later £15,500 within two hours.

The customer was also able to “deposit £31,000 in a two-day period at the end of one month (£15,500) and the beginning of the next month (£15,500), because the limits set were per calendar month”.

However, the behaviour was only identified as an indicator of harm after the customer’s account was manually reviewed.

It was noted by the commission that “low-level interventions were occurring, and systems have since been strengthened”.

The UKGC added that inaccurate information was submitted by NetBet when the operator filed its regulatory returns.

“The operator was instructed to take immediate action and make significant improvements to its systems and controls,” Pierce stated.

“This included strengthening their risk assessments, improving how they identify and respond to indicators of harm, and ensuring the accuracy of the data they report to us.”

Action plan

Regarding mitigating factors, the UKGC stated that NetBet had:

Swiftly put in place an action plan to remedy the failings and provided updates

Fully cooperated with the investigation and provided information by agreed deadlines

Accepted the failings at an appropriately early stage in the investigation.

An independent audit of NetBet’s operations will also be carried out to make sure that the improvements being made are effective.

iGaming Expert has reached out to NetBet for comment on the penalty it has received from the UKGC.

Pierce added: “Alongside the £650,000 financial penalty, the operator is also required to commission an independent audit of its policies, procedures, and controls to ensure the necessary improvements they have implemented are properly embedded and remain effective in practice.

“Our focus is on ensuring operators meet the standards we expect, and where they fall short, we will intervene.”

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KSA funds €2m Early Detection of Gambling Harm Plan

Kansspelautoriteit (KSA), the Gambling Authority of the Netherlands, has agreed to fund the establishment of an Early Detection of Gambling Harm Partnership (SVSG).

Announced this morning as a principal project of the regulator, the KSA confirmed it will allocate €2m from the Addiction Prevention Fund to build a nationwide framework for earlier identification of gambling harm and faster access to support services.

The SVSG brings together four core organisations at the centre of Dutch public health and social care: the Trimbos Institute, the Dutch Association of Addiction Specialists (VKN), the Municipal Health Service (GGD GHOR Netherlands) and the Dutch Debt Assistance Route (NSR).

The regulator’s collaboration with Trimbos and the national addiction-care network is longstanding. Both groups previously supported the KSA in the development of its gambling addiction action plan, including the creation of treatment pathways, research guidelines and the customer-care training standards that licensed operators must meet to detect early signs of harm.

The new partnership will extend this work into the broader social domain, ensuring that municipalities, addiction services, debt advisers and peer-support groups can respond earlier and more consistently.

KSA underlined that the programme addresses a persistent national concern: gambling harm in the Netherlands is often identified too late. An estimated 209,000 people are at high risk of addiction, yet only a small proportion seeks treatment. Shame, financial stress and uncertainty about available support continue to deter people from accessing help until problems escalate.

By establishing the SVSG, the regulator aims to introduce an integrated early-detection model across healthcare, social services and local government—similar in structure to the 2019 national partnership for alcohol harm (SVA), which has shown the value of coordinated early-intervention strategies.

The SVSG will guide municipalities on embedding early-detection practices into local policy, facilitate nationwide knowledge exchange and ensure that training programmes, e-learning modules and clinical guidelines evolve with new evidence.

A pilot phase will launch in early 2026 across five municipalities, where local core teams, VKN regional officers and NSR project leaders will work together to identify and refer gambling problems at an earlier stage. Existing educational materials will be assessed and expanded where needed.

A broader training effort will also target frontline workers across the social domain, as well as students entering relevant professions, equipping them to recognise early indicators of gambling harm and confidently refer individuals to support. A national online environment will serve as a central hub for best-practice sharing.

From 2027, the model will scale to at least 15 municipalities, forming a consistent nationwide approach.The KSA stressed that the creation of the SVSG and the execution of its multi-year programme will not be disrupted by any political changes linked to the new Dutch government taking shape in 2026. The partnership is anchored in the national addiction-prevention framework and will continue irrespective of shifts in legislative priorities.

KSA chairman Michel Groothuizen welcomed the initiative, stating: “Many organisations have been working hard for years to reduce gambling harm, but often in isolation. With this partnership, we permanently bring together knowledge, healthcare, debt counselling and local partners. This makes it easier to find help, and players can get the support they need more quickly. This is an important step towards better consumer protection.”

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Betfred: “No evidence of criminal spend” regarding UKGC AML fine

Betfred has told iGaming Expert that it has found “no evidence of criminal spend” in any of its betting shops after a UK Gambling Commission (UKGC) investigation discovered social responsibility and anti-money laundering failures.

The UKGC investigation resulted in a £825,000 fine for Done Brothers (Cash Betting) Limited, who run Betfred’s land-based operations, as well as a warning and the operator will undergo a third-party audit to ensure AML and safer gambling policies, procedures and controls are being implemented effectively.

Between May 2024 and March 2025, AML failures listed by the commission through its investigation included:

Unable to effectively identify and manage money laundering risks associated with customers using B3 gaming machines. Machine alerts and daily reports were used, but practices in 2024 meant the operator was unable to assess overall customer spend and the associated money laundering and terrorist financing risks.

Not having an effective policy in place to identify and handle customers who may be subject to financial sanctions.

Thresholds for enquiries regarding customers’ income source not being appropriately risk-based – thresholds set at £15,000 losses and at £125,000 stakes in 365 days.

Between May 2024 and November 2024, the UKGC discovered the following social responsibility failures:

Not being able to adequately identify spend and any associated financial indicators of gambling harm for customers using B3 gaming machines.

Customer interactions were not always taking place after a risk indicator was identified, or when they did, interactions were not conducted in a way which minimised gambling-related harm risk.

Quality of interactions, in particular, understanding the interaction’s impact, did not meet the standards required.

Betfred defence

In response to the investigation, Betfred has told iGaming Expert that it has made improvements to its operations and that it did not discover any information that pointed towards criminal spend.

“Following a review of our UK-based betting shops by the Gambling Commission, we have further strengthened our Anti-Money Laundering and Social Responsibility policies,” said a Betfred spokesperson.

“During the review, the Commission found no evidence of criminal spend in our shops. Betfred is committed to ensuring a safe gambling experience for all our customers.”

This is the second time Done Brothers (Cash Betting) Limited has faced regulatory action, as the operator paid a £3.25m regulatory settlement for social responsibility and AML failures in 2023.

John Pierce, Director of Enforcement at the UKGC, said: “While the failings identified during the 2024 Compliance Assessment were predominantly technical breaches rather than arising from specific customer examples, they were nevertheless unacceptable, particularly with thresholds appearing too high and insufficiently risk-based when assessed in practice, and deficiencies in some processes and procedures adopted by the Licensee.

“We fully acknowledge the improvements the operator has already made since these issues were identified, and the independent audit will be key to confirming these changes are sustained so that the operator continues to be fully compliant with social responsibility and anti-money laundering requirements.”

Online regulatory action

Betfred’s online platform operator, Petfre (Gibraltar) Limited, also recently received a £240,000 penalty from the UKGC for having online slot features which breached its Remote Technical Standards (RTS), including “hosting games which failed to display the consumer’s net position and games which celebrated losses as wins”.

RTS requires all gaming sessions to clearly show a customer’s net position, and a gambling system must not celebrate returns that are less than or equal to the total stake gambled.

Concerns about the celebratory effects’ fairness when a customer was in an overall losing position were raised by the UKGC, which stated that it may “negatively impact a player’s ability to interpret their gameplay accurately and make informed choices”.

According to the report, action was immediately taken by Petfre (Gibraltar) to decommission the affected titles.

A Betfred spokesperson told iGaming Expert: “When we identified the issue with games provided by a third-party supplier, we acted quickly to remove them and reported the issue to the Gambling Commission. This experience has helped us improve and strengthen our safeguards.

“We’re committed to player protection and ensuring the very best and most transparent experience for all our customers.”

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Lewis Hamilton ruled well off limits for betting marketing

The Advertising Standards Authority (ASA) has ruled against Lewis Hamilton’s inclusion in betting social media campaigns for the second time this quarter.

Betway has been told to remove a Facebook post from 4 July 2025 which centred around Formula One. The post featured a video of three F1 drives, filmed from behind, along with the Betway logo.

The driver standing in the middle of the trio wore a red uniform with ‘Hamilton’ sketched across the back, while the other two did not have any names. A heading read ‘Who’s the best of the Brits?’.

A complainant queried whether the ad violated the CAP Code by featuring someone who may be of strong appeal to under-18s. The ASA has upheld this complaint, reiterating its view that Hamilton has a strong appeal to young people and comes across as a role model.

The ASA’s statement explained: “The ad featured Sir Lewis Hamilton, who had won a joint-record seven Formula One World Drivers’ Championship titles and was recognised with a knighthood in 2021 for his outstanding achievements and contribution to motorsport.

“In his “Hall of Fame” bio on the Formula 1 website, Sir Lewis Hamilton was described as recognising his responsibility as a role model for young people, which further described that “the social media star encouraged his millions of supporters in ‘Team Hamilton’ to follow their dreams and never give up”.

The ASA did say that it may have allowed the use of an athlete with strong appeal to under-18s in a medium where visibility by that demographic could be excluded, but did not consider Facebook to be such a medium.

To support its rationale, the ASA referenced Hamilton’s 6.3 million Facebook followers – though noting that the demographic of these has not been determined – as well as his 1.6 million under-18 followers across Instagram and TikTok.

Hit brakes on Lewis Hamilton ads
To avoid bad press, it’s probably best for the betting industry to avoid using Hamilton, and probably other F1 drivers, on social media posts and other marketing. As noted above, this is not the first time the seven-time drivers champion has appeared in an ASA ruling.

Just under two months ago, a plethora of ASA rulings came out in just one day, one of which focused on Hamilton’s inclusion in a kwiff social media post. Similar to the Betway post, the kwiff one came ahead of the British Grand Prix at Silverstone this year, which Hamilton won.

Marketing is becoming an increasingly complex task for operators, with the CAP Code guidance presenting multiple factors for operators to consider. On the same day as the kwiff ruling, Betway was told to remove a post featuring Chelsea FC scarves and Sky Bet to remove a post featuring Gary Neville, despite football pundits and retired players previously being approved in other ASA rulings.

As the dust settles on last week’s UK budget, however, marketing expenditure is likely going to decrease too. Operators need to cut costs as they prepare for tax hikes to take effect from April next year, and marketing is a logical first step.

As marketing expenditure drops, perhaps recurrent complaints – the ASA has issued countless rulings this week while University of Bristol researchers seem to be a constant source of complaints – will also drop.

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