The UK Gambling Commission has announced a new compliance initiative targeting gambling advertising, with the use of artificial intelligence planned to review adverts. The regulator has been pressured into action after the Committee of Advertising Practice (CAP) issued an enforcement notice. The new measure aims to prevent gambling advertisements from strongly appealing to people aged under 18.
CAP Enforcement Notice
In its latest notice, 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 11, 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 determine whether gambling advertisements comply with rules designed to protect vulnerable audiences, including children.
Consequences for Non-Compliance
The enforcement notice allows CAP to ask businesses found in breach of the rules to amend or remove advertisements without delay. If businesses fail to comply, the regulator can impose sanctions, including making referrals to hosting platforms.
Social Responsibility
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."
Responsible Gambling Reminder
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, visit GambleAware, GamCare, or Gamblers Anonymous.
