The United Kingdom Gambling Commission has showed its teeth to any misleading bookmakers, as they have hit BGO Entertainment Ltd (BGO) and three of their affiliates with a £300,000 fine.
The UKGC has warned other operators that false advertising will not be tolerated within the United Kingdom, as it strives to protect the rights of local players. As Programme Director Paul Hope said: “We want to make sure that gambling is conducted fairly and openly. So, 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.”
Although BGO is the first operator to feel the wrath of the UKGC, many complaints have arisen during the last 18 months concerning false advertising within Britain, including, the targeting of minors and false promotional offers. The UKCG has warned other operators to comply, or face a similar fine.