UK Gambling Commission issues first fine for misleading advertisements

UK Gambling Commission (UKGC) has fined iGaming operator BGO Entertainment £354,200 for advertisement failings.

The regulatory body’s decision marks the first penalty it has issued directly related to advertisement.

The UKGC established that between 2015 and 2016 BGO published nine advertisements on its website that were “potentially misleading to customers”, as well as 14 on affiliate sites.

The regulator also said that BGO did not take “timely and effective action” and provided “inaccurate assurances” that such issues had been addressed.

Since May 2015, the regulator’s License Conditions and Codes of Practice (LCCP) has required licensed operators to clearly state the limitations or rules behind free bets, bonuses or similar offers.

Paul Hope, Programme Director at the UKGC, said: “We have made it clear to the industry that misleading advertising is a serious issue; we have powers to tackle it, including the power to impose financial penalties such as this.

“We want operators to take note that the issues identified in the decision notice are likely to form the basis for future compliance assessments and could lead to enforcement action.”