

Compliance Updates
UK’s Advertising Standards Authority Clarifies Content Marketing Rules for Gambling Advertising
The Advertising Standards Authority (ASA), the UK’s advertisement watchdog, has issued further guidance on the rules applied to “content marketing” of gambling services/products on social media and other digital channels.
The guidance was published as a “remit statement” responding to queries by operators, related to its 2021 “CAP Code on marketing communications appearing on websites, apps and cross-border platforms”.
Questions were raised as to what extent ASA’s remit covers gambling communications displayed on social media through videos, blogs, posts or updates, that did not explicitly promote a brand, but were deemed to “stimulate interest in products or services”.
ASA stated that it had a “common understanding” with the UK Gambling Commission (UKGC) that all social media content published by licensed operators must comply with the standards and protections set by the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (the CAP Code).
As such, content created by licensed operators must ensure the protection of under-18s and other vulnerable groups from the potential harms associated with gambling.
Aware of the diverse range of content communications available to advertisers, ASA noted that it had a distinction in how it applies CAP rules to monitor content.
The guidance noted: “ASA regulates commercial communications in marketers’ own spaces online that are likely to have the effect of ‘selling something’; content that can reasonably be considered advertising.”
“For obvious reasons, it can’t regulate everything in the online space. One of the key exclusions – inspired in large part by the need to protect freedom of expression – is for editorial content.”
ASA warned that it considers the vast majority of content marketing to be “selling something,” therefore, requiring licensed operators to follow CAP Code gambling rules on under-18 protection and to ensure that content cannot appeal to youth culture.
Further CAP Code requirements applied to content marketing restrict under-25s from being featured in a gambling advertisement or prominent advertising role, as a new gambling advertising rule enforced by CAP.
ASA acknowledged that there is potential for some social media content to fall outside of its enforcement remit, in which it will consider complaints on a case-by-case basis.
In the limited scenarios where complaints about operators’ social media are deemed not to be within remit, the ASA will refer them to the Gambling Commission who will consider the content displayed within the boundaries of its Licence Conditions and Codes of Practice (LCCP) rules.
ASA concluded: “Ultimately, the message for operators is straight-forward – all consumer-facing social media activity must comply with the standards set out in the gambling section of the CAP Code.
“For consumers, this demonstrates ASA and the Gambling Commission’s continued commitment to work together to deliver joined-up and effective protections.”
Compliance Updates
KSA Imposes Penalty Payment Order on Influencer Leftlanepapi

The Netherlands Gambling Authority (KSA) has imposed a first penalty payment order on YouTube influencer LeftlanePapi for promoting illegal gambling.
The YouTube channel LeftlanePapi showed videos with live streams of online gambling from illegal providers. The illegal providers were also actively advertised, by encouraging viewers to also play there. The KSA issued a warning to the influencer. Because the content in question was not removed after the warning and new streams were made, the KSA imposed a penalty. Existing content must be removed and no new advertising may be made. If this does happen, the influencer will receive a penalty of €25,000 per violation, with a maximum of €75,000.
With its new approach, the KSA opts for a two-track policy. After establishing a violation, influencers receive a message that they must stop their activities within 48 hours and that illegal content must be removed. If the influencer does not do so, the KSA approaches the social media platform so that the harmful content is removed in any case. The influencer is given a penalty under penalty of a fine, as was also the case with Leftlanepapi. The KSA has now warned several influencers.
The post KSA Imposes Penalty Payment Order on Influencer Leftlanepapi appeared first on European Gaming Industry News.
Compliance Updates
ANJ Appoints Pauline Hot as its Director General

French gambling regulator ANJ has appointed Pauline Hot as its new Director General.
A former student of the École normale supérieure and the École nationale d’administration (Hannah Arendt class), Pauline Hot has been an auditor and then a master of requests at the Council of State since 2020. There, she served as rapporteur to the 6th chamber of the litigation section and to the administration section. She has held the position of Deputy Director General of the ANJ since January 2025.
The post ANJ Appoints Pauline Hot as its Director General appeared first on European Gaming Industry News.
Ahmed Baker Chief Commercial Officer at Incentive Games
INCENTIVE GAMES SECURES MICHIGAN GAMING LICENSE

Incentive Games, a leading B2B games provider, is proud to announce that it has been awarded a Provisional Michigan gaming licence by the Michigan Gaming Control Board (MGCB), effective today. This achievement allows the company to bring its innovative suite of Real-Money Games to operators and players across the state.
The Michigan licence represents Incentive Games’ first foray into the North American regulated market. This comes shortly after the launch of Incentive Studios, the company’s dedicated Real-Money Gaming division, which is set to drive its ambitious growth in this sector. The licence underscores the company’s unwavering commitment to maintaining the highest standards of compliance, security, and operational integrity. Obtaining this licence, which requires excellence in areas such as robust security protocols and comprehensive responsible gaming measures, provides access to one of the most dynamic iGaming markets in the United States.
Ahmed Baker, Chief Commercial Officer at Incentive Games, said, “Securing our Michigan licence marks an exciting new chapter for Incentive Games. It’s a testament to our unwavering commitment to meeting the highest regulatory standards and unlocks a significant opportunity for us in a critical North American growth market. This will allow Incentive Games to forge new partnerships and bring our highly engaging Real-Money Games directly to players in Michigan. We’re very grateful to the MGCB for this achievement, which is a pivotal step in our global expansion strategy as we continue to deliver world-class products and build strong partnerships in the region.”
The post INCENTIVE GAMES SECURES MICHIGAN GAMING LICENSE appeared first on Gaming and Gambling Industry in the Americas.
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