The UK Gambling Commission confirmed on July 7 that it will introduce financial risk assessments to flag high-spending users who display risky gambling behavior.In May...
UK’s ASA scans 13K World Cup betting ads over harm risks
The Advertising Standards Authority (ASA) of the UK revealed that it has reviewed more than 13,000 gambling ads and campaigns since the start of the FIFA World Cup 2026 on June 11 to ensure compliance with marketing rules.
The ASA shared that it modernized its AI technologies to help improve the Active Ad Monitoring system, which has also led to a rise in regulatory supervision of the online gambling sector. The mechanisms used by the authority include Large Language Models (LLMs) like Gemini and ChatGPT to provide non-stop monitoring of online campaigns and identify breaches in gambling ads. Additionally, the tools allow the ASA to cross-check other similar cases in order to flag the exact violation for each non-compliant ad.
The ASA stated:
“Further improvements in our AI-based monitoring mean during this World Cup, we’ll be watching more closely than ever. We are now monitoring over 10k online paid ads by UK-licensed gambling operators every month, and using AI to check each of these against the complete set of gambling rules in the Advertising code.”
After identifying breaches, the ASA then reviews each ad on a case-by-case basis to decide whether further enforcement action is necessary, with the assessment process being conducted by the authority’s gambling experts team. At the same time, illegal operators and their marketing campaigns are still widely accessible online, with much more limited enforcement action against them.
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