AI Ads, Illegal Dens and Deposit Limits: Gambling Commission Weekly Update

The Gambling Commission has announced a series of new regulatory and enforcement measures aimed at strengthening consumer protection, tackling illegal gambling and adapting oversight to an increasingly digital market.

In its latest fortnightly e-bulletin, published on 8 June 2026, the regulator highlighted five key developments affecting gambling operators and consumers across Great Britain.

AI marketing crackdown to protect children

The Commission has warned operators that they will face increased scrutiny over the use of content marketing, particularly where artificial intelligence tools are involved.

The move follows the publication of an enforcement notice by the Committee of Advertising Practice (CAP) on 4 June. The notice reminds gambling businesses that marketing content must not have a strong appeal to people under the age of 18.

The Commission said it would launch compliance checks to ensure operators’ advertising practices meet the required standards, reflecting growing concerns about the potential for AI-generated content to inadvertently target younger audiences.

Illegal gambling den raided in Manchester

A joint operation involving Greater Manchester Police, Gambling Commission enforcement officers and Manchester City Council licensing officials led to the arrest of two individuals suspected of operating an illegal gambling venue.

The raid took place on 28 May at premises on Chester Road in Manchester city centre. The Commission said the operation demonstrates its continued commitment to disrupting unlicensed gambling activity and working closely with local enforcement partners.

More time for operators to implement deposit limit changes

The regulator has extended the deadline for introducing the second phase of new deposit limit requirements.

Changes designed to strengthen consumer control over gambling expenditure were first introduced into the Remote Technical Standards (RTS) in October 2025. The next phase had been due to take effect on 30 June 2026.

However, following feedback from the industry, operators will now have until 30 September 2026 to complete the necessary technical development work.

The Commission said the extension would allow businesses sufficient time to implement the measures effectively while maintaining the intended consumer safeguards.

New statistics offer insight into gambling habits

Two major sets of official statistics were also released on 4 June, providing fresh evidence on the state of Britain’s gambling market.

The Commission published its quarterly industry statistics covering October to December 2025, based on data submitted through regulatory returns. The figures provide an overview of customer-facing sectors of the industry.

Alongside these, the fourth wave of data from the Gambling Survey for Great Britain (GSGB), covering September 2025 to January 2026, examined participation levels, motivations for gambling and public attitudes towards gambling activities.

The findings are expected to inform future regulatory decisions and contribute to wider debates around gambling harm and consumer behaviour.

Digital Advisory Panel strengthened

The Commission has also expanded its Digital Advisory Panel (DAP) with the appointment of three new members: Mei Chen, Sarah Hennessy and Harry Harcus.

The panel provides expert advice on emerging technologies and the evolving risks associated with online gambling platforms. According to the regulator, the new appointments will help ensure that consumer protections remain effective as the sector continues to innovate and change.