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Committee Chair Lord Ponsonby of Shulbrede highlighted that, since 2020, the growth of online marketing techniques and associated harms have shifted the debate substantially.

“The time was right to reassess this crucial policy area, focusing on the topic of gambling advertising where the former committee’s strong recommendations have been largely unaddressed and where substantial developments in the gambling advertising landscape since 2020 have demanded a re-evaluation of the policy options,” he said.

The committee has advocated for applying a public health framework to gambling advertising regulation. It criticised the existing patchwork of self-regulation, noting the Advertising Standards Authority (ASA) codes, co-regulation for broadcasts and industry-led voluntary measures, were inadequate.

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Hosted by the African iGaming Alliance, the week brought together a range of stakeholders in the African sector.

CEO Peter Kesitilwe recently told iGB he hopes the first Africa Safer Gambling Week will be the beginning of a new era of collaboration that boosts player protection efforts.

“We want Africa Safer Gambling Week to create a platform for ongoing cooperation,” he said.

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Another influencer (fictitious name, João) shares live game-style videos on his stories, simulating high-paying gaming sessions. In them, he points out which operator or game “is paying the most”, while in another piece of content, he posts a screenshot of his exclusive Telegram group, where he shares “highest payout” times for betting on specific games.

In a third publication, he “teaches” the gambler to observe patterns in the game interface, such as an animation on the tiger’s face, a specific glow that appears or a sequence of supposed events that indicate that the big win is about to happen.

On the Instagram profiles of gambling operators, the content varies according to the brand’s strategies. It ranges from the use of humorous and entertaining videos to the generic use of AI in banners advertising promotions, available casino games and important sporting events with betting odds.