UKGC news – the following shows new developments in the casino industry as the UK Gambling Commission is about to change its stance on Free-to-play games in how they are advertised through marketing connections. The company has grown well-aware that using FTP (free-to-play) version of real money games has been another method in drawing more customers to their attractions. This is done primarily through affiliate programs connected to them.
The UKGC has offered reminders to all operators within the UK of the new policies stated in the “Licence Conditions and Codes of Practises (LCCP). The requirements demand that any player within the establishment must verify their age before they interact with any of the gambling services.
The new developments point towards article 1.1.2 specifically. It states that all licences are “responsible for third parties”. This relates to those that engage in commercial practices, such as the marketing of content.
The result of this new policy will require that gambling companies make these changes post-haste, and any previous advertising methods must be changed to meet the new conditions. This primarily means that the outside parties who work with the establishments must change their methods in order to line up with the new regulatory requirements. This is so that all parties who are involved follow the law, just as well as the gambling establishments themselves.
This new law does not apply to any non-methods of interactivity with the players. This includes showing screenshots of the game or playing video-clips, as these do not require the player to directly interact with the games themselves.
To add to this, age verification will not be required for B2B suppliers as these will be marketing demo version towards commercial third-parties and not the players themselves.
A final reminder from the UKGC states “You should take steps immediately to ensure that your free-to-play games cannot be accessed by children and young people via affiliate websites”.