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<p>All gambling companies providing gambling facilities to consumers in Great Britain,
wherever they are based, must be licensed by the Gambling Commission and comply with
the conditions and codes of practice of their operating licences. They are also held
accountable by the Commission for the actions of their commercial partners, such as
overseas operators marketed under a different brand for whom they provide services
to customers based in Great Britain as part of a ‘white label’ agreement. Licensees
are expected to carry out all necessary due diligence to ensure these agreements will
not compromise their own regulatory compliance.</p><p>All licensed operators must
ensure their marketing activities and those of their commercial partners are socially
responsible, never targeted at children or vulnerable people, and compliant with the
UK Advertising Codes set by the Committees of Advertising Practice (CAP) and enforced
by the Advertising Standards Authority (ASA). The ASA can refer operators to the Gambling
Commission which can and does take enforcement action for non-compliance with the
Codes.</p><p>The government is closely considering issues around gambling advertising,
marketing and sponsorship, and the powers and resources of the Gambling Commission,
as part of its wide-ranging Review of the Gambling Act. We will publish a White Paper
setting out our conclusions and next steps in the coming weeks.</p>
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