The UK Gambling Commission (UKGC) has imposed its first ever financial penalty on a licensee regarding advertising failings.
BGO Entertainment Ltd (BGO) received a GBP 300,000 fine for breaching the Licence Conditions and Codes of Practice (LCCP) with misleading advertising on its own and affiliates websites, the UKGC informed.
“We want to make sure that gambling is conducted fairly and openly,” programme director Paul Hope said. “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.”
According to the UKGC, it had first raised concerns with BGO regarding advertising back in July 2015, with discussions continuing until October 2016.
Following an investigatory review, the UKGC found that BGO published nine advertisements on its website between 17 July 2015 and 21 July 2016 that breached SR code provision 18.104.22.168.a and therefore deemed misleading. Between 4 February and 18 October 2016, third parties with whom BGO had a contractual relationship published fourteen advertisements for BGO which also breached SR code provision 22.214.171.124.a which were again deemed misleading.
“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,” Hope added.
The full decision notice can be read here: http://www.gamblingcommission.gov.uk/PDF/BGO-decision-notice.pdf