SBC News

Roblox bets on AI to solve child ID and engagement vulnerabilities 

Roblox is circling on age liabilities with tougher checks on child users, but will it ever silence critics of its platform.

Roblox, the world’s biggest open gaming platform, has announced ambitious plans to “expand age estimations” of its users.

The announcement comes via a blog post by Matt Kaufman, Chief Safety Officer (CSO) of Roblox, aimed at addressing parental concerns about interactions between adults and children on the platform.

Kaufman explains: “Using a combination of facial age estimation technology, ID age verification, and verified parental consent, this process will provide a more accurate measure of a user’s age than simply relying on what someone types in when they create an account.”

Founded in 2004 by David Baszucki and Erik Cassel, Roblox is regarded as a breakthrough open gaming platform which pioneered a new era of game development driven by user-generated content.

Central to its success is Roblox Studio, a game development environment offering accessible tools for users of all ages and skill levels to create and publish games. This feature attracts young users who can earn Robux through their creations. Of significance, parents and educators increasingly view Roblox as a learning platform that fosters skills in engineering, programming, game development, and digital literacy.

A gaming giant of Silicon Valley, platform metrics for 2024 indicate that Roblox caters to over 380 million active users worldwide, helping the company achieve a market capitalisation of between $35bn and $40bn.

In 2025, Roblox made user safety its top priority, launching an unprecedented “wave of over 100 safety-focused updates to its platform”.

Leadership has dedicated substantial resources to developing AI-based moderation tools, most notably the open-source Roblox Sentinel system, which is designed to detect signs of child endangerment and harmful behaviour at an early stage. These measures are part of its broader efforts to build trust with users, parents, and regulators, while working to create a protected environment for children to play safely.

However, Roblox’s rising popularity has led to mounting criticism from parents and digital safety experts, particularly concerning its management of child users and potentially deceptive gameplay systems. With an estimated 35–40% of its audience under the age of 13, parents worry about children being able to interact with strangers, make real-money purchases, and access age-inappropriate content within an ecosystem that can appear safe on the surface.

Beyond its age-related liabilities, Roblox has also come under fire for casino-style monetisation mechanics embedded in some of its most popular user-created games. Critics argue that these games mirror gambling through randomised rewards, loot box-style prizes, and the use of in-game currencies.

One widely cited example is “Please Donate”, a game where users stand in virtual booths hoping others will “donate” Robux (Roblox’s virtual currency) — a system that critics say encourages a gambling-like cycle and social pressure monetisation. Another controversial title, “Adopt Me!”, has been criticised for encouraging players, many of them children to spend Robux to hatch mystery pets, a mechanic comparable to “gacha systems” found in mobile gambling apps.

Returning to the security blog post, Roblox has stood by the safety measures it currently has in place, positioning itself as a platform that goes further than many of its peers in protecting younger users. Unlike many competitors, Roblox promotes a community-based approach to safety, while also making clear its readiness to intervene directly when policies are breached or harmful content is detected.

“Unlike many other online platforms, Roblox proactively monitors all text chat on the platform, prevents user-to-user image sharing, and has default settings designed to prevent users younger than 13 from using private chat or voice chat. We also filter public chat to block inappropriate content. Roblox provides parental controls so families can customise default settings to what they feel is best for their child.”

As Roblox rolls out its sweeping safety reforms including improved age estimation and AI-driven moderation, concerned parents and watchdogs will be watching closely to see whether these changes meaningfully address long-standing issues of the gaming giant.

“We recognise that no system is foolproof and we cannot prevent all problematic content from appearing on Roblox.”

Yet, even with tighter controls and new technologies, these efforts are unlikely to quell the deep division surrounding the platform.

While supporters champion Roblox for offering educational benefits — from fostering creativity and problem-solving to teaching coding and promoting collaboration — others remain deeply sceptical.

A recent article by The New Yorker, provocatively titled “It’s 10 p.m. Do You Know Where on Roblox Your Children Are?”, branded the platform “a brain-rotting, hypercommercial dystopia”, underscoring just how polarising Roblox has become.

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Three former Fresno State basketball players receive NCAA ban for betting

Three men’s college basketball players had their NCAA eligibility permanently revoked on Wednesday following an investigation by the organization into gambling-related infractions.

Three former Fresno State basketball players, Mykell Robinson, Steven Vasquez and Jalen Weaver received permanent bans after the NCAA Committee on Infractions initiated a probe that found the former NCAA student-athletes “manipulated their performances” to win bets with payouts distributed between themselves and third parties.

The infractions took place during the 2024-25 regular season.

NCAA gambling rules prohibit wagering by all players, coaches, and team officials on events sponsored by the organization. Rules also ban betting on professional competition.

The NCAA’s investigation was initiated in February following self-reporting by Fresno State and a sports betting integrity monitoring service about suspicious prop wagers placed on Robinson. The self-reporting by Fresno State came from head men’s ba..

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Allwyn unveils new project to fund player safety research

Allwyn has reinforced its player safety commitment by launching its latest Player Protection Lab programme.

The project will serve as a launching pad for academics and experts in the responsible gambling field, who are looking to raise the standards of safer play through their own research projects.

Currently open for applications, successful candidates will be able to tap into grants that go up to €100,000 each, based on the scope of the proposal.

There are three criteria that applications will be judged on: digital innovation, efficiency of positive play messaging, as well as ideas for safety tools.

Nicole Garrett, Head of Responsible Gaming at Allwyn, said: “The Player Protection Lab is an exciting new avenue for Allwyn. Our responsible gaming team is seeking proposals that will encourage progress in player safety and break new ground in our industry.

“We hope that by opening the application process, we will have the opportunity to explore genuinely new ideas and draw lessons from other sectors.”

Garrett recently spoke to Ted Orme-Claye, SBC News Editor, on the iGaming Daily podcast, where she further highlighted Allwyn’s efforts to protect players.

The Head of RG explained that responsible gaming is embedded in every aspect of the business, from product design to marketing. This is further bolstered by Allwyn’s status as a European Lotteries (EL) and World Lottery Association (WLA) member.

“With responsible gambling, we’ve sometimes got a pretty hard job to do. Responsible gaming campaigns can become a wallpaper for all sorts of accusations that they are simply marketing.

That’s why we need to be more creative. We’re committed to creating more interactive RG content that isn’t just a boiler plate and actually drives engagement with players.”

Garett also delved into how Allwyn is using its cross-market focus to build a global safety standard, leveraging its in-house experts across European markets – from Greece with OPAP to Austria with Austrian Lotteries.

She promised to publicly discuss the Player Protection Lab in more detail when she attends SBC Summit Lisbon, which takes place between 16 to 19 September.

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DGOJ advances AI risks project with unclear timeline 

Spain’s DGOJ opens consultation on AI monitoring project with no guarantees on the timeline or testing of an ambitious gambling harms detection system.

DGOJ, the Directorate General of Gambling in Spain, has announced that it will include 60 specific behavioural and transactional variables in its AI-powered monitoring project, which aims to analyse gambling patterns and identify the triggers behind high-risk or problematic play. The system represents a landmark effort by the Spanish regulator to introduce real-time behavioural oversight across the country’s licensed online gambling operators.

The adoption of this AI-based mechanism was established as a central pillar of the Royal Decree for Safer Gambling Environments (2023), a legislative framework that tasked the DGOJ with designing technological interventions to prevent gambling harm and protect vulnerable users. Backed by Spain’s Ministry of Consumer Affairs, the project sets out to implement an AI-driven system capable of identifying early signs of risk and enabling targeted, one-to-one operator interventions.

Back in 2023, the DGOJ initially framed the initiative as a model for Europe, with the Spanish government claiming that the country would soon have the “most sophisticated gambling monitoring system of any EU member state.”

However, stakeholders voiced concerns over the project’s complexity and lack of transparency, particularly as no public information was made available throughout 2024. These concerns were partially addressed during the July 2025 Gaming in Spain Conference in Madrid, where DGOJ President Mikel Arana reassured delegates that development was ongoing.

“This remains a regulatory priority. We are building the most robust technological foundation possible — one that can serve the market long-term,” Arana said.

Public consultation on risk variables

This week, the DGOJ published its formal public consultation on the technical design of the system, inviting contributions from operators, tech providers, academics, and the public. Open until 25 September 2025, the consultation is aimed at refining the system’s parameters and assessing its technical and legal feasibility.

The model, which will be built using XGBoost (Extreme Gradient Boosting) machine learning, is set to analyse more than 60 data variables. These include the frequency and intensity of gambling sessions, changes in stakes after wins or losses, and the volume and timing of deposits and withdrawals.

The DGOJ also plans to monitor cash-out frequency, duration of play over consecutive days, and betting preferences, specifically among players engaged in live, or in-play, wagering.

Spanish authorities demand that monitoring focus on risks posed by in-play betting, due to its rapid pace and the emotionally reactive decisions it encourages. By synthesising behavioural indicators, the AI model will assign player-specific risk scores. These, in turn, will trigger alerts and enable uniform, data-led interventions by operator support teams.

Timeline uncertainty

Despite its ambition, the project’s current design has raised questions over scope and implementation timelines. The AI mechanism will only apply to the private online gambling market—covering verticals such as sports betting, casino games, poker, roulette, blackjack, and bingo — but will exclude lotteries, even though lottery products remain the most played form of gambling among Spanish adults.

This means that state monopolies like SELAE and ONCE are not subject to the same AI monitoring requirements, an omission that has drawn sharp criticism from industry commentators.

“Excluding lotteries undermines the credibility of a system that claims to monitor public health risks,” noted SBC Noticias in a recent editorial. “For a country where lottery is the most common form of gambling, it’s a glaring regulatory blind spot.”

Adding to the concern, the DGOJ has not provided a clear timeline for the AI system’s rollout. While the Royal Decree gives a two-year window for development, suggesting a potential launch by late 2025 — there is no confirmed date for beta testing, nor has the regulator clarified how risk scoring will be standardised across platforms.

Implementation may also be affected by Spain’s next general election, which must be held no later than summer 2027, adding further political uncertainty to the regulatory landscape.

Regulatory gaps persist

The AI monitoring initiative is being developed in parallel with unresolved legal challenges facing the DGOJ. In particular, Spain’s High Court has struck down several key provisions of the country’s gambling advertising code, including restrictions on celebrity endorsements and social media promotions — a decision that has yet to be addressed with an updated code of conduct.

“Without clarity on advertising and enforcement timelines, the AI project risks being another well-intentioned initiative delayed by bureaucracy,” warned SBC Noticias, calling for a more holistic approach to gambling harm prevention.

Despite these outstanding issues, the AI system reflects a serious shift toward technology-led regulatory oversight in Spain’s gambling market. If successfully implemented, it could serve as a blueprint for other EU jurisdictions exploring algorithmic models of risk detection. For now, however, the project remains in development — with its full effectiveness and independence yet to be tested.

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Germany issues warning against event contract of Polymarket 

In Germany, a warning has been issued to gambling consumers that ‘social betting platforms’ are not permitted under the laws of the Fourth Interstate Gambling Market (GlüNeuRStv).

A stern warning was issued by Glücksspielbehörde (GGL), the Federal Authority of German Gambling, in response to what it described as an influx of national media reports about an increasing number of “entertainment-type bets” placed on the outcome of the Ukraine war.

The disputed wagers reflect “event contracts” offered by prediction based trading platforms, such as Polymarket that are not licensed under the GGL’s regime.

What are event contracts?
Wagers on news and entertainment markets can be placed as ‘event contracts’, and the GGL has been forced to remind consumers that such offers are not applicable with GlüNeuRStv laws. Bans and restrictions are further applied to social betting platforms, which use tokens to wager on outcomes.

In the US, contracts are offered by companies like Polymarket and Kalshi. Players can trade them as shares that represent the likelihood of real-world event outcomes.

Such events can range from anything like political elections, economic fluctuations, sport results, and geopolitics.

Treated as a completely separate concept from betting, event contracts are overseen by the US Commodity Futures Trading Commission (CFTC) – the regulator of derivatives markets.

Polymarket is re-entering the US market through the $112 million acquisition of QCEX, a CFTC-licensed derivatives exchange. The deal will allow Polymarket to operate under QCEX’s license and list its contracts as tradable derivatives.

However, across the pond the GGL has now put all event contracts that are not sports-related under the “illegal betting” graph.

Due to the volatility of any real-world event that is not sports-related, the GGL clarified that event contracts are not eligible for approval under the Gambling State Treaty 2021 (GlüStV 2021).

“Such formats are particularly susceptible to manipulation, as they are often based on unclear, subjective or controllable events,” the GGL said in a statement.

“The legislator has only allowed bets on defined sporting events with verifiable results and clear rules as eligible for approval.”

GGL warned that those found to be participating in or facilitating such types of bets will be viewed to be in breach of GlüStV 2021, which is punishable by law.

Illegal market remains top concern for Germany
The latest casus only goes to show how nuanced the gambling sector can be, with something completely legal in one place being scrutinised elsewhere. But the biggest threat remains in the face of the black market, and Germany has been taking significant strides against it as of late.

August marked the first month since the federal regulation of the market when the GGL released a quarterly report on the market’s size.

Composed of data sets from licensed operators on the value of cross-state bets on lottery and ‘high-risk’ games, the regulator hopes that the quarterly reports will provide a more realistic picture of player trends, therefore allowing for preemptive actions against the black market.

The black market in Germany remains a disputed topic, though, with the GGL and the German Sports Betting Association (DSWV) clashing over its size on more than one occasion.

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KSA wants uniformity in risk assessments as KOA overhaul looms

Kansspelautoriteit (KSA), the Gambling Authority of the Netherlands, has called for ‘greater uniformity’ in the risk assessment of games offered by licensed Dutch operators.
The conclusion follows its latest investigation into how operators conduct risk analyses under the Remote Gambling Act (KOA), a regime currently under review by the Ministry of Justice.

The report reveals widespread inconsistencies in how operators conduct mandatory risk analyses, a process intended to protect players from gambling addiction and ensure responsible play. Introduced with the legalisation of the KOA Market in 2021, key risk assessments form a key part of the duty of care imposed on all licence holders.

Inconsistent Undermine KSA scrutiny
A major issue uncovered in the KSA’s study is the inconsistent nature of the risk assessments performed across the sector. The Authority identified five different methodologies in use, including well-known tools such as Asterig, Gamgard, and Neccton. Despite the widespread adoption of these tools, the outcomes vary significantly — even when applied to the same game types by different operators or even by the same external consultants.

For example, games like slot machines, poker, and virtual sports were assigned risk ratings ranging from low to very high, depending on the methodology and operator. Some licensees apply risk scores at the category level rather than evaluating each game individually, which may result in high-risk games being inappropriately classified as lower risk.

“The risk analyses do not lead to consistent results, even when conducted by the same party… The outcomes of all the conducted analyses are difficult to compare. One reason for this is that some licensees take mitigating measures into account, while others do not. This raises the question of whether licensees are correctly assessing the risk of the games they offer.” — KSA Report, p. 10

Regulatory Gaps Fuel Fragmentation
The report also points to key regulatory shortcomings that have enabled these inconsistencies. The KOA framework currently provides no clear requirements for how often risk assessments should be conducted, what level of granularity is required (game vs. category), or who is qualified to carry them out.

In practice, some analyses are performed by internal staff whose “independence or expertise cannot be guaranteed”, while others are outsourced to third parties with varying levels of transparency or scientific credibility.

In many instances there are inconsistencies on the application of player safety measures such as pop-up reminders, deposit limits, or behavioural feedback tools should be factored into risk calculations.

Difficulty in Comparing Results
Due to inconsistencies, KSA states that it is not possible to compare risk levels across operators, limiting the regulator’s ability to enforce the duty of care effectively.

At present, many licensees reduce risk scores by accounting for protective features, while others do not, leading to a patchwork of scores that are not directly comparable.

The lack of standardisation also weakens public trust and accountability, as neither players nor regulators can rely on the consistency of the risk data being reported. Without reform, the KSA warns that the current system provides little added protection for players despite being resource-intensive for operators.

Towards Uniformity
In response to the report’s findings, the KSA is working with the Ministry of Justice and Security to establish a new, standardised framework for risk analysis. This will likely include:

Mandatory per-game risk assessments

Clear definitions for when and how mitigating measures are factored in

Standardised assessment methods and scoring scales

Independent oversight to ensure objectivity and expertise

“The current system does not work effectively… while seeming to provide little additional protection for the player.” — KSA Report, p. 10

These reforms aim to strengthen player protection and ensure the risk analysis process serves its intended purpose: preventing gambling-related harm before it escalates.

KOA overhaul to end 2025
As it stands, the Dutch House of Representatives (Kamer) expects to receive a new bill by the end of 2025 that will outline proposals to overhaul the KOA regime. The agenda remains on track despite the recent resignation of State Secretary for Legal Protection, Teun Struycken, who had served as the lead architect of the reform initiative before stepping down ahead of the country’s snap election in October.

Before his departure, Struycken made it clear that the revised gambling act must place consumer protection at its core, especially for players under the age of 24. He supported the introduction of universal affordability checks, deposit limits, and stricter advertising restrictions, with a specific focus on online slots, which he described as the highest-risk vertical in the Dutch market.

The minister also argued for tailored safeguards for vulnerable groups, stating that legislation must be adapted to the real-world risks of high-intensity gambling products.

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African iGaming Alliance elects Peter Kesitilwe as first CEO

The African IGaming Alliance (AiA) has announced the appointment of Peter Emolemo Kesitilwe as inaugural Chief Executive of the trade and standards body, established with a commitment to advance ethical, sustainable, and inclusive growth of Africa’s online gambling sector.

The former CEO of the Botswana Gambling Authority (BGA), Kesitilwe oversaw the regulatory development and licensing regime of the Southern African state, by enacting reforms to the Betting and Lotteries Act.

Establishing its charter, the AIA seeks for professionals from African regulators, operators and wider business services (law and IT) to join its ranks with a view to promote ethical and fair gaming and sustainable policies across Africa’s multi-billion igaming sector.

Commenting on his appointment, Kesitilwe said he was “deeply honoured” to lead the Alliance: “I look forward to working with regulators and policymakers to build a vibrant, sustainable and competitive industry that upholds the highest standards of responsible gambling and consumer protection.”

In his new role, Kesitilwe will work with AIA members to establish a Joint Implementation Committee (JIC) in partnership with Gaming Advisory Africa, the continent’s largest gaming advisory network.

The JIC will bring together more than 10 regulators from across Africa, alongside seven gaming and fintech associations, to build common standards and foster a more coordinated approach to regulation and consumer protection.

Backers of the Alliance were quick to endorse the move. Anthony Prissman of Betway Africa said Kesitilwe’s “strong regulatory background and leadership experience bring immediate credibility to the AIA.”

Echoing that view, Dan Thomson of betPawa remarked that his appointment “reflects the strength of the Alliance and our mission to build a well-regulated sector across Africa.”

For Jai Mahtani of Sportybet, the hire represents a turning point: “Peter’s leadership marks the beginning of raising standards for responsible gambling.” Meanwhile, Christopher Coyne of 888Africa noted that “following a rigorous process, Peter’s vision for Africa’s iGaming future stood out.”

The Alliance will present its founding charter in the coming months, setting out priorities for collaboration, knowledge-sharing and innovation. Its goal is to ensure that Africa’s gaming industry grows in a way that is responsible, coordinated and future-ready.

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Brazil draft wants banks and fintechs directly involved in black market fight

The Chamber of Deputies of Brazil has tabled a proposal which would see banks and fintechs play a deeper role in the fight against the black market, and safeguard the existing laws of the Bets regime.

As reported by SBC Noticias Brasil, Bill 182/2025 was presented by Congressman José Guimarães, Member of the Chamber of Deputies of Brazil, proposing to hold payment providers accountable for facilitating transactions related to illegal betting.

The proposal comes as Brazilian authorities continue to have concerns of the market’s transition from a grey to regulated status as of the 1 January adoption of the Bets regime.

Within the ranks of Congress and the Senate, anxieties have been expressed over the current vulnerabilities as illicit operators are deemed to be actively targeting users of the Bolsa Familia – Brazil’s national social welfare program.

The bill will require financial institutions to closely monitor customer accounts, flagging down payouts from bets made on illegal platforms and withholding a percentage which would then be paid back to the government. Failure to comply would result in fines or other penalties.

Guimarães outlined that this would not only diminish the profitability of illegal betting and therefore make it less appealing, but would also make it more traceable.

Brazilian news outlet O Globo further noted that based on Brazil’s Annual Budget Bill (PLOA), the draft bill will unlock around R$20bn (£2.7bn) in additional funding in 2026.

In his proposal, Guimarães stated that these funds will then be used to subsidise national health programmes, including prevention and treatment of gambling disorders.

“By jointly [making] financial and payment institutions responsible for facilitating transactions of unauthorised operators, the proposal creates an effective mechanism to block the financial flow of illicit activities and ensure the collection of taxes due,” the bill reads.

Additional provisions will ensure that those found guilty of promoting unlicensed gambling content will also face repercussions.

Response is overall positive
While the Brazilian Federation of Banks (Fedraban) confirmed that it fully supports any measures to reduce the influence of the black market, it also called for caution and asked for the bill to be carefully analysed to avoid any negative side effects.

The directive to directly monitor gambling deposits and transactions has received the backing of Finance Minister Fernando Haddad, who has been openly critical of the early developments in Brazil’s betting market.

Haddad previously instructed the federal police to investigate financial flows into licensed betting operators after the Central Bank reported suspicious activity. According to the Bank, in just one month, tax identification numbers linked to individual beneficiaries were used to channel more than R$3 billion into betting accounts.

Meanwhile, the National Association of Games and Lotteries (ANJL) fully welcomed the draft by saying that cutting the financial flow of illegal operators will inevitably make them weaker.

“With the creation of legal mechanisms capable of interrupting this financial flow, it will be possible to weaken irregular activity and protect the bettor,” the ANJL said.

September 15 will see SBC organise a ground breaking charity football event in Lisbon. Make sure you get the chance to see some of the most legendary names in football by securing your ticket today at https://www.legendscharitygame.com/

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Kindbridge announces Stigma Stand Down campaign for Colorado military

Active duty service members and veterans in Colorado are being provided with mental health and responsible gambling resources with the launch of a new initiative.

The Kindbridge Research Institute announced on Monday the debut of Stigma Stand Down (SSD), an initiative in Colorado aimed at combating mental health and gambling-related issues faced by active duty service members, veterans and their families.

Kindbridge is offering resources to Colorado service members and veterans with gambling disorder, which is 3.5 times more prevalent in service members and veterans compared to civilians. According to Kindbridge, SSD provides resources to a Colorado market that is home to more than 60,000 active duty and reserve military personnel.

Kindbridge is launching SSD with the help of grants from FanDuel and the Colorado Division of Gaming.

“Stigma is a silent enemy that leaves our service members and veterans isolated, harming their families, units, and mission readiness,” said Kindbridge ..

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Virgin Media O2 warns of surge in gambling scam texts

Virgin Media O2 is urging its British audiences to be vigilant of ‘scam messages’ promoting offers and prizes related to gambling and other business sectors.

The UK’s second-largest telecoms provider, with over 47 million connections across mobile, broadband, TV and fixed line, has raised concern about criminal gangs using gambling-linked messages to target consumers with fraudulent offers.

Analysis by Virgin Media O2 shows that the most common scam texts currently blocked or reported involve gambling or fake prize promotions:

As cited: “The most commonly reported messages right now are gambling or fake prize scams in which fraudsters offer free ‘credit’ on gambling sites, ‘prizes’ or ‘rewards’ with a link to an unsafe website. The criminals encourage people to hand over personal details including bank information to claim their prize.”

Scams on the rise…

While gambling prize messages dominate, Virgin Media O2 has also identified several other fast-rising scam tactics:

Hi Mum / Hi Dad scams, where criminals impersonate children in distress and ask parents for urgent money transfers.
Fake parking fines, threatening licence loss unless immediate payments are made online.
Recruitment scams, advertising lucrative but fake jobs to extract fees or personal data.
Car finance compensation scams, convincing victims they are owed refunds in exchange for sensitive details.

British audiences are urged to forward suspicious texts to 7726 (spelling “SPAM” on a phone keypad) or use the “report junk” feature on newer iPhones. Virgin Media O2 stresses that reporting helps its systems learn faster, blocking more messages before they reach customers.

A record year of scam texts
So far in 2025, Virgin Media O2 has blocked more than 600 million scam messages from reaching its customers’ phones — more than double the combined total of 2023 and 2024. The company uses machine learning systems to identify spam patterns and adapts quickly as new tactics emerge.

Murray Mackenzie: Virgin Media 02
Murray Mackenzie, Director of Fraud Prevention at Virgin Media O2, said: “Scammers aren’t sticking to old tricks; they’re evolving fast, tapping into trending news and targeting vulnerable people with fake prizes, job offers and financial compensation schemes. At Virgin Media O2 we’ve blocked more than 600 million scam texts already this year. By sounding the alarm, we’re helping spread the word and helping Brits swerve the scammers.”

He added: “With fraud continuing to increase, we’re reminding people to remain vigilant; always be cautious when receiving a call or text out of the blue, don’t share personal details, and report suspicious messages for free to 7726.”

Reformists want a tightening of clauses
2025 saw DCMS and the UK Gambling Commission (UKGC) impose new rules on direct marketing by operators. As of 1 May 2025, online gambling licences must ensure customers can opt-in by product type and preferred communication channel before receiving promotional offers.

The new rules aim to empower players with more control over the marketing they receive — and prevent them from being bombarded with unwanted offers.

Despite the changes, gambling reformists argue the measures do not go far enough. Campaigners have urged DCMS to revise the Gambling Review’s White Paper to include stronger protections on opt-in clauses and clearer rules on how licence-holders can engage with audiences.

The matter has been formally raised with the Information Commissioner’s Office (ICO) and the Advertising Standards Authority (ASA), calling for stricter oversight of data protection and valid consent to be applied in all gambling marketing.

UKGC’s pledge

Yesterday, Tim Miller, Executive Director of Policy at the Gambling Commission, addressed the forum of Peers for Gambling Reform (PGR). In his speech, Miller stressed that further reforms lie beyond the recommendations of the White Paper, which should not be viewed as an end point for gambling regulation in the UK.

The Commission, he noted, is governing an evolving gambling landscape, with priorities centred on licence accountability and consumer protection against the black market. Miller underlined that the UKGC welcomes dialogue, feedback and scrutiny to safeguard gambling consumers well beyond the implementation of the White Paper’s measures.

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