UKGC Introduce New Fair Gaming Rules

August 2, 2018

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The UK Gambling Commission have today announced that they will be cracking down on gambling companies that break advertising rules or breach consumer laws as part of a new initiative set out by the public body.

The new rules will make it quicker and easier for the UKGC to take action and impose fines on companies who fall foul of the law through misleading practices or unreasonable restrictions.

The latest requirements, which will come into effect on the 31st October 2018, will also see firms face action for advertising failings of third-party affiliates and through spam e-mail and text marketing.

“Protecting the interests of consumers is a priority for us and needs to be a priority for gambling operators,” said Neil McArthur, the Gambling Commission Chief Executive.

“These changes will protect consumers from irresponsible advertising and misleading promotions, ensure that they can withdraw their money more easily, and will mean that firms have to deal with complaints more swiftly.”


A large proportion of the new directive is to safeguard children from the effects of gambling. 450,000 children are estimated to gamble every week in England and Wales, and under new rules firms will face unlimited fines if their adverts are found to breach protocol.

In June, the UK firm Coral were found to have violated advertising rules for three games on their website due to the bright colours and motifs on Rainbow Riches, Fishin’ Frenzy and Lucky Wizard which ‘were likely to be of particular appeal to under-18s’.

Coral were told to remove the three ads in question but were not given any kind of monetary fine for their breach. Under new rules set out the UKGC, they will face harsher penalties and unlimited fines.

The UK Gambling Commission have penalised both 32Red and LeoVegas since Neil McArthur was appointed as Chief Executive in April 2018.

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