Gambling Commission issues first fine for advertising failings against Guernsey-based BGO – Telegraph.co.uk

The Gambling Commission has levied its first financial penalty for advertising failings after fining Guernsey-based BGO Entertainment 300,000.

The commission said it had issued the fine for nine misleading advertisementsby BGO on its own website between July 2015 and July 2016 as well as 14 onaffiliates' websites between February and October last year.

Since May 2015, the commission's Licence Conditions and Codes of Practice haverequired all licensed gambling operators to avoid misleading consumers about promotions.

This means companies must clearly state what a 'free bet', 'bonus' or similar offeractually means and what consumers have to do in order to qualify for these things.

The commission asked online gaming companies in June 2015 to make sure their advertisements met the standards of the new rules but BGO was one of several companies that was identified for not complying.

The company's advertisements did not suitably outline what conditions there were around its promotions and so the commission deemed its advertisements "potentially misleading to consumers".

While BGO reassured the commission it would take action, the watchdog said it continued to find evidence that advertisements on BGO's website and on affiliates' sites were potentially misleading.

In May 2016, BGO commissioned an audit of its website that suggested some recommendations for BGO to follow but the company did not initially do thisand so continued to breach advertising-related rules.

Following further engagement, the commission said BGO made the changes recommended in the audit in late July 2016 but that it continued to find and capture evidence of ongoing breaches in relation to advertising on third-partywebsiteswith which BGO had a contractual relationshipup to October 2016.

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Gambling Commission issues first fine for advertising failings against Guernsey-based BGO - Telegraph.co.uk