MPs and Lords Unite Against UK Betting Advertising
The debate over UK betting advertising has reached a new peak with the release of a combined report from the All-Party Parliamentary Group on Gambling Reform (GRAPPG) and Peers for Gambling Reform (PGR). The document, authored by prominent reform advocates Sir Iain Duncan Smith MP, Alex Ballinger MP, and Lord Foster of Bath, argues that current reforms are insufficient. It calls for stricter controls to protect children and vulnerable individuals from what it describes as a saturation of gambling marketing.
The report claims that licensed operators spend between £1.25 billion and £2 billion annually on advertising, creating excessive public exposure. It criticizes the industry for frequent breaches of its own voluntary codes, particularly through sophisticated social media marketing that targets young people. While acknowledging the threat from unlicensed 'black market' operators, the report warns against using it as a reason to overlook systemic issues within the regulated sector.
“Our daily lives are now totally saturated with gambling advertising. It is simply everywhere you look, online, on billboards, all over sporting events. Enough is enough, for too long the gambling industry has got away with advertising where they like, when they like, and failing to adhere to regulation or codes of conduct.” - Sir Iain Duncan Smith MP
BGC Appoints New Chair Amid Scrutiny
In the midst of this heightened political pressure, the Betting and Gaming Council (BGC) has announced a leadership change. Kane Purdy, the Managing Director at Gamesys Operations Limited, has been appointed as the new non-executive chair, taking over from Michael Dugher. With 20 years of industry experience, Purdy has been a key figure in promoting collaboration, notably as Chair of the GamProtect single customer view initiative.
This appointment is significant as the BGC continues to contest recent remote gaming tax hikes and the potential introduction of mandatory financial risk checks for customers. The chair position will now be filled on a rotating 12-month basis by BGC members, a structural change as the organization navigates a tense regulatory environment.
European Market Pressures: FDJ Commits to Unibet UK
Despite the challenging UK regulatory climate and a reported 24.1% decline in Kindred UK's Q1 GGR, French operator FDJ has confirmed it will not withdraw its Unibet brand from the market. Pascal Chaffard, FDJ's new gaming and betting chief, stated that while the brand holds a low single-digit market share, it remains profitable. He outlined a strategic turnaround plan focused on breaking down internal silos.
Chaffard's strategy involves creating “targeted task forces” to improve collaboration between marketing, product, responsible gaming, and AML departments. He expressed confidence that these operational changes could resolve the current issues within a few quarters, not years. FDJ's overall online betting and gaming division saw GGR decline by 1% and revenue by 8% in Q1, but when excluding the UK and Netherlands, GGR grew by 6%.
Global Regulatory Shifts: New Zealand Finalises iGaming Bill
Internationally, New Zealand is moving forward with market regulation. The country's Online Casino Gambling Bill has successfully passed its third and final reading in parliament and now awaits Royal Assent. The legislation paves the way for a regulated iGaming market, expected to launch in 2027.
The new framework, managed by the Department of Internal Affairs (DIA), will issue up to 15 licenses through a competitive application process, with a deadline of December 1, 2026. Major operator Entain has already expressed interest in securing three of these licenses. The bill also grants the DIA enhanced enforcement powers with an extraterritorial reach, applying to any operator accessible within New Zealand.
| NZ iGaming Bill Feature | Details |
|---|---|
| Licenses Available | Up to 15, via competitive application |
| Application Deadline | December 1, 2026 |
| Community Funding | Potential 4% of operator GGR allocated to community groups |
| Enforcement Penalties | Up to NZ$5 million for serious breaches |
Innovation in iGaming: BetHog Secures $10M for AI Dealers
On the technology front, crypto casino and sportsbook BetHog has closed a $10 million Series A funding round, bringing its total funding to $16 million. The capital will be used to launch Sentient Studios, a B2B provider that enables operators to integrate AI-powered live dealers into their platforms. The funding round was co-led by Will Ventures and RockawayX.
Sentient Studios aims to offer a software-first alternative to traditional live dealer studios, operating on a pure revenue-share model with no upfront costs. The technology builds on BetHog's AI blackjack dealer, Sunny, which CEO Nigel Eccles claims is ten times more popular than its human-led equivalent. While the company plans to add Baccarat and Roulette later this year, the AI dealer technology faces challenges in gaining player trust and satisfying regulatory requirements regarding game integrity and transparency.
