Coming into force on 31 October 2018, the UK Gambling Commission (UKGC) has outlined in its latest update that it will strengthen punishments issued to gambling operators over adverts promoted by affiliates.

In its update, the industry governing body emphasised that it would continue to work with The Advertising Standards Association, in order to ensure adverts published by operators and affiliates don’t appeal to children or glamorise gambling.

The new regulations come after the UKGC went through an open consultation period and are the latest step as the industry trade body looks to implement its vision for the market, with it aiming to further empower customers to make informed choices when it comes to the gambling industry, as well as enhancing their freedom to enjoy gambling and to feel confident that they will be treated fairly.

As part of the new laws, gambling operators will face increased and quicker sanctions over adverts that breach advertising regulations. Additionally, the Commission has emphasised that it will improve the complaints process for consumers, cutting down on spam promotions that are sent from operators to customers.

Neil McArthur, Gambling Commission Chief Executive, stated: “Protecting the interests of consumers is a priority for us and needs to be a priority for gambling operators. These changes will protect consumers from irresponsible advertising and misleading promotions, ensure that they can withdraw their money more easily, and will mean that firms have to deal with complaints more swiftly.”

It has also revealed it will continue its strong relationship with The Competition and Markets Authority to tackle concerns around unfair terms and misleading practices in the gambling industry. Moving forward it is aiming to strengthen the sanctions with regards to operators not following the rules on changes to customer contracts and unfair commercial practices at any stage of a customer relationship.