Compliance Updates
ASA Bans BetUK’s Radio Ad Featuring Former Footballer Adebayo Akinfenwa
LeoVegas-owned sportsbook BetUK has been told by the UK’s Advertising Standards Agency (ASA) not to repeat an advertisement again which featured former footballer Adebayo Akinfenwa, due to its appeal to under-18s.
The radio ad for the operator in September 2023 saw Akinfenwa state he was a brand ambassador for the company. He promoted BetUK’s responsible gambling tools including deposit limits, reality checks and timeouts.
The ASA investigated the ad on the grounds of a complaint which said Akinfenwa may appeal to under-18s, and the body has subsequently ordered BetUK not to repeat the ad.
The ASA acknowledged BetUK’s argument that during his playing career, 41-year-old Akinfenwa never played in the Premier League – and so his appeal to under-18s was “low-risk.”
However, the ASA, referring to the B/CAP guidance, said that Akinfenwa was “likely” to have appeal to under-18s due to his social and media profiles.
“The B/CAP guidance classed footballers at lower league and non-league clubs as ‘low risk,’ but also stated footballers from outside the topflight could be of ‘moderate risk’ on the basis of their social and other media profiles,” the ASA said in its ruling.
Akinfenwa initially rose to fame through the FIFA series of video games, where he was highlighted by YouTuber-turned-boxer KSI for his in-game strength attribute.
“While we acknowledged BetUK’s view that Mr Akinfenwa’s clothing range, BeastModeOn, had broad appeal and was not targeted at children, we considered the manner in which he was portrayed in the media and by which he had marketed himself would have led some football fans to view him as a cult hero in the game,” the UK’s advertising watchdog said.
“We therefore considered that his media profile, alongside our view that he was unusually well known for a former lower league footballer, would have placed him in the ‘moderate risk’ category of the guidance.”
BetUK also argued that only eight percent of Akinfenwa’s followers on Instagram were under-18s and that the radio ad was played during a show which was likely to have an adult audience.
The operator added that 13% of his Snapchat followers were under 18.
The ASA, however, noted in its ruling that Akinfenwa therefore “had at least 157,000 followers who were under 18 years.”
The watchdog added that the true number was likely higher due to the unavailability of follower data for Facebook, X (formerly Twitter) and TikTok.
“Although his career as a lower league footballer and his media profile in isolation would have placed him in the ‘moderate risk’ category, we considered that because he had such large numbers of social media followers who were under 18 years due to his career and profile, Mr Akinfenwa would be placed in the ‘high risk’ category and was likely to be of strong appeal to under-18s,” the ASA concluded.
The International Association of Gaming Regulators (IAGR) has announced the appointment of four new trustees to its Board, each bringing unique expertise and leadership to strengthen IAGR’s global regulatory efforts:
- Anders Dorph, Danish Gambling Authority (Europe)
- Peter Kesitilwe Emolemo, Gambling Authority of Botswana (Africa)
- Kevin Mullally, General Commercial Gaming Regulatory Authority (Asia/Oceania)
- Louis Rogacki, New Jersey Division of Gaming Enforcement (North America)
IAGR President Ben Haden said, ‘I’m delighted to welcome our four new trustees to the IAGR Board. Their diverse expertise and leadership across different jurisdictions will bring fresh perspectives to our work, further strengthening our global approach to gaming regulation.
‘I look forward to collaborating with Peter, Louis, Kevin and Anders as we continue to foster innovation and drive forward effective, responsible regulation for the benefit of the global gaming community.
‘We also extend a big thank you to Trude Høgseth Felde and Mabutho Zwane for their dedicated service as they complete their terms on the Board, and I’m pleased to announce that Jason Lane will continue for another term as a Trustee.’
As a leading forum for gaming regulators worldwide, IAGR enables members to meet, share information, discuss legislative developments, exchange views and learn best practices in gaming regulation.
In recent news, IAGR has also confirmed that its 2025 annual conference will be held in Toronto, Canada, from 20 to 23 October 2025, with registrations opening in early 2025.
The post IAGR confirms new Board members appeared first on European Gaming Industry News.
Internet Vikings, a licensed in-state hosting provider for iGaming and online sports betting, announces their partnership with Alpha Innovations, a provider of data center services. Under the agreement Internet Vikings will supply Alpha Innovations with VMware licensing through its VMware White Label solution.
Alpha Innovations, known for being a leading Managed Services Provider including cloud computing, data storage, and backup, has chosen to partner with Internet Vikings, a member of the Broadcom Premier Partnership program. This membership highlights Internet Vikings’ capabilities in supporting large-scale and highly regulated environments.
Internet Vikings will provide Alpha Innovations with the essential VMware license, an asset for their cloud offerings. This addition enhances Alpha Innovations’ capability to set up and maintain regulated and compliant cloud environments while upholding their high standards.
“The added value of our licensing solutions and support services aligns perfectly with Alpha Innovations’ needs,” said Rickard Vikström, CEO and Founder at Internet Vikings.
Douglas Tate, CEO at Alpha Innovations added, “As a leading Managed Service Provider (MSP), Alpha Innovations is always looking for ways to improve our service offerings. Our partnership with Internet Vikings is a win-win for our clients. By leveraging Internet Vikings’ VMware licensing solutions, we can offer our clients more flexible, scalable, and secure cloud solutions. This will ultimately help our clients achieve their business goals more efficiently and effectively.”
Both companies are committed to maintaining a transparent and mutually beneficial relationship, demonstrating how data centers and hosting providers can collaborate to meet the licensing needs of the industry.
The Malta Gaming Authority (MGA) has awarded its first-ever ESG (Environmental, Social and Governance) Code Approval Seals to licensees in the online gaming sector, marking a milestone in the Authority’s commitment to promoting responsible and sustainable industry practices.
This initiative follows the launch of the voluntary ESG Code of Good Practice last year, which invited licensees to submit their ESG disclosure returns. The Code, which covers 19 topics categorised under Environmental, Social and Governance pillars, offers a strategic roadmap for online gaming companies to streamline their reporting efforts.
Following the first annual reporting cycle, 14 gaming operators have been awarded the ESG Code Approval Seal. The Code supports two levels of reporting: Tier 1, which establishes foundational ESG standards, and Tier 2, which represents a more aspirational approach.
Seals are valid for one year, with flexibility for renewal in the subsequent reporting period, allowing operators to advance or adapt their reporting tier year by year.
“We believe this initiative will significantly enhance the industry’s reputation and sustainability credentials,” MGA CEO Charles Mizzi said.
“By integrating ESG considerations into their operations, gaming companies not only contribute to the wellbeing of society and the environment but also strengthen the trust and confidence that consumers, investors, and regulators have in the industry. This initiative sends a clear message: sustainability, in the broadest sense of the word, is integral to the future of the gaming sector.”
The post MGA Issues First ESG Code Approval Seals to Licensees appeared first on European Gaming Industry News.
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