The UK Gambling Commission has announced a new compliance check on content marketing, launching on 11 June. The sweep will use an AI-based Active Ad Monitoring System and involve partnerships with social media platforms. The initiative follows an enforcement notice from the Committee of Advertising Practice (CAP) requiring that no content marketing should strongly appeal to under-18s.
Operators are warned that non-compliant ads will face immediate amendment or removal, with potential sanctions including referral to the hosting platform or the Gambling Commission. The Commission reminds licensees that all advertising, including social media posts, must be socially responsible and comply with CAP and BCAP codes. Serious or repeated breaches may result in fines.