Ukraine’s national gambling regulator, PlayCity, has announced a new cooperation agreement aimed at combating advertisements for unlicensed gambling on the streaming platform Kick. The regulator stated that it is working directly with Kick to report and block channels that promote unlicensed gambling activities within Ukraine. This move is part of a broader effort by PlayCity to address the proliferation of illegal gambling ads on social media and streaming platforms.
PlayCity has previously established similar agreements with major tech companies, including TikTok, Meta (which owns Facebook, Instagram, and WhatsApp), and Google. These partnerships allow the regulator to flag and remove content that violates Ukrainian gambling laws. The collaboration with Kick represents an extension of this strategy, targeting a platform that has gained popularity among streamers and viewers, particularly in the gaming and gambling niche.
The Ukrainian gambling market has been undergoing significant regulatory changes since the legalization of gambling in 2020. PlayCity, established as the national regulator, has been tasked with overseeing the industry and ensuring compliance with the law. One of its key priorities has been cracking down on unlicensed operators that advertise through digital channels, often targeting Ukrainian consumers with offers that bypass the legal framework.
Kick, a relatively new streaming platform launched in 2022, has positioned itself as a competitor to Twitch and has attracted a number of gambling-related content creators. The platform’s policies on gambling content have been under scrutiny, and PlayCity’s direct engagement with Kick signals a proactive approach to enforcement. By working directly with the platform, PlayCity aims to streamline the process of identifying and removing channels that promote unlicensed gambling, thereby reducing the exposure of Ukrainian users to illegal offers.
The cooperation agreement is expected to involve a reporting mechanism where PlayCity can flag specific channels or streams that violate Ukrainian law. Kick, in turn, will review these reports and take appropriate action, which may include removing content, suspending channels, or banning users. This collaborative model mirrors the approach taken with other platforms, where PlayCity has reported success in reducing the visibility of unlicensed gambling ads.
Industry observers note that the effectiveness of such agreements depends on the willingness of platforms to cooperate and the speed at which they respond to reports. While PlayCity has not disclosed specific metrics on the number of channels blocked or ads removed, the regulator has emphasized that these partnerships are a critical tool in its enforcement arsenal. The move also aligns with global trends, as regulators in other jurisdictions increasingly seek to hold platforms accountable for hosting illegal gambling content.
For the Ukrainian gambling industry, the crackdown on unlicensed ads serves to protect licensed operators who comply with the regulatory framework. Licensed operators are required to adhere to strict advertising guidelines, including prohibitions on targeting minors and ensuring that ads are not misleading. Unlicensed operators, by contrast, often flout these rules, creating an uneven playing field and potentially exposing consumers to risks such as fraud or problem gambling.
PlayCity’s announcement comes amid ongoing efforts to strengthen the regulatory environment in Ukraine. The regulator has also been involved in licensing new operators, monitoring compliance, and imposing penalties for violations. The focus on digital platforms reflects the changing nature of gambling advertising, which has shifted increasingly online, particularly on social media and streaming services.
Looking ahead, PlayCity is likely to continue expanding its network of cooperation agreements with other platforms. The regulator has indicated that it is in discussions with additional social media and streaming services to further curb the reach of unlicensed gambling ads. As the digital landscape evolves, such partnerships will be essential for regulators to keep pace with the tactics used by unlicensed operators.
The cooperation with Kick represents a significant step in PlayCity’s ongoing campaign to clean up the Ukrainian gambling market. By targeting the platforms where illegal ads are most prevalent, the regulator aims to reduce the accessibility of unlicensed gambling and protect consumers. The success of this initiative will depend on the continued collaboration between PlayCity and Kick, as well as the broader ecosystem of digital platforms that serve as channels for gambling promotion.