bgo Entertainment recently received a rather hefty fine from the UK Gambling Commission for breach of their license requirements. bgo fell foul of the UK Gambling Commission (UKGC) after they were approached time and time again with regards to how they marketed and advertised free bets and bonuses. The fine they were landed with was £300,000 and is the first of its kind issued to a gambling company.
If you’re a regular reader of our pages then you will know that many online bingo and gaming companies have had their virtual wrists slapped by the Advertising Standards Authority (ASA) over how they advertise their products. We have seen many commercials banned because of a breach of the BCAP or CAP codes but the ASA do not have the power to impose a fine. The UKGC
The UKGC do, and in our opinion, a financial implication is likely to have a bigger impact. Additionally, the license of bgo Entertainment is under threat if they continue to ignore advice and flout the regulations.
What Did bgo Do Wrong?
You can read the full Decision Notice from the UKGC against bgo here but in summary, they weren’t playing by the rules. The regulations that they continued to flout, despite recommendations by the Copy Audit Service, state
advertisements must state significant limitations and qualifications. Marketing material must not amount to or involve misleading actions or misleading omissions. These rules apply to all forms of marketing communications, including social media and affiliate marketing.
This is why on many banners from various online bingo sites and casinos you now see T&C’s apply and a link that will direct you to a page that has all the information about the offer. bgo Entertainment was found not to have included these details on their advertisements and continued to omit them despite numerous emails and contact from UKGC.
Of course, gaming companies need to abide by the rules, these are there to safeguard players and the companies themselves and with a warning shot now fired, others will probably be less likely to think that they can ‘carry on regardless’.
Visit: bgo Bingo