The UK Gambling commission fines BGO £300,000 for misleading marketing campaign
On May 2nd an online gambling news website reported that the UKGC had issued its first fine against an online gambling operator. Indeed, BGO entertainment limited was deemed to be promoting misleading offers on its main website and 14 of its affiliates. This is a shocking news which will certainly badly affect BGO’s reputation. Especially since the UKGC have been known to cooperate with online gambling companies to help them meeting the strict requirements of their license.
The procedure against the company stated back in 2015 where the Free Spins UKGC enquired about the operator’s social responsibility and questioned the clarity of their terms and conditions. The UKGC clearly states that operators “must state significant limitations and qualifications” in order to comply with their license. At this point, the UKGC requested BGO Gambling limited to make changes to their marketing material to avoid any confusing punters.
It is said that BGO reassured the license holder and expressed a desire to amend its bad behaviour. As a good will gesture, BGO then decided to commissioned the Committee of Advertising Practice (CAP) in May 2016 to performed a complete site audit and make recommendations. It is also said that BGO ignored the recommendation made by CAP and continue to “repeatedly” breached the terms of their licenses as late as October 2016. As a result, The UKGC had no other choice but to fine the operator and issue a formal warning which will permanently stay on record.
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