Broadway Gaming to pay hefty penalty package to UKGC

In an industry advisory Tuesday, the UK Gambling Commission (UKGC) detailed a GBP 100,000 penalty package agreed with Broadway Gaming Ltd for failing to include significant terms linked to promotional adverts found on five of the company’s operational gambling websites.

The UKGC’s investigation was initiated after the Advertising Standards Authority upheld a complaint regarding the company’s Butlers Bingo operation in June 2016 subsequently leading to the discovery of similar failings on Broadway Gaming’s Bingo Diamond, Casino of Dreams, Dotty Bingo and Rehab Bingo websites.

The adverts breached the Commission’s social responsibility codes which state adverts must comply with the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code), and in particular, must state significant limitations and qualifications.

“We consider that this case provides valuable learning for remote and non-remote operators,” the UKGC said.

“Operators must ensure that they do not mislead consumers or more generally cause consumer confusion by using unclear and ambiguous terminology in the marketing and advertising of their products.

“Their marketing and advertising should comply with the requirements of BCAP/CAP codes and the Licence conditions and codes of practice.

“Operators should take a proactive approach in assessing marketing and advertising promotions to ensure consumers are fully informed about the nature of the products on offer.

Full details on the case can be read here: http://www.gamblingcommission.gov.uk/PDF/public-statements/Broadway-statement-December-2017.pdf