UKGC Condemned Advertising of Illegal Operator MyStake Targeted at Vulnerable Players
The regulator and GamStop demanded the immediate cessation of advertising after SBC News discovered a promo of the unlicensed operator MyStake, positioning itself as “the best online casino not covered by GamStop for players from the UK.”
Distribution of MyStake Advertising Through an International Service
MyStake advertising was distributed via the international press release service GlobeNewswire and was indexed in Google News UK.
MyStake was deliberately targeted at vulnerable players who try to limit their access to gambling using the GamStop system.
GamStop is the UK national self-exclusion system allowing players to voluntarily block access to all licensed gambling sites.
How the GlobeNewswire PR Service Works and Why It Is Dangerous
GlobeNewswire is a widely used international service for distributing press releases, providing free access to business news from numerous publishers.
- Viewing press releases does not require creating an account.
- Mailings are automatically sent to the email addresses of GlobeNewswire subscribers.
- MyStake advertising placed through GlobeNewswire was indexed in Google News UK.
Because of this, the promo could be easily seen not only by journalists but also by UK residents suffering from gambling addiction and using GamStop for self-exclusion.
Absence of License and Lack of Player Protection
| Parameter | UKGC Licensed Operators | MyStake (Unlicensed Operator) |
|---|---|---|
| UKGC License Presence | Yes, listed in the register | Absent |
| Player Protection Measures | Session limits, betting restrictions, gameplay slowing | No such features |
| Support Tools | Direct links to the National Gambling Helpline and GamStop | Absent |
The appearance of offshore casino advertising on such a visible platform raises questions about how effectively the UKGC can limit similar attempts to attract vulnerable consumers.
UKGC Response and Measures Against the Illegal Market
A UKGC representative told SBC News: “We are aware of shameless advertising of unlicensed gambling targeted at vulnerable people.”
Active efforts are underway to combat the illegal market through cooperation with search engines, law enforcement agencies, and payment providers.
- Since April last year, the UKGC Enforcement team has issued more than 1,150 cessation orders.
- The commission has submitted over 118,000 URLs to Google and Bing, of which more than 81,000 have been removed.
- This is more than a tenfold increase in the number of blocks compared to the previous year.
Role of GamStop in Combating Illegal Advertising
A GamStop representative stated that the organization constantly monitors the appearance of such ads and works jointly with the UKGC to have them removed.
GamStop also recommends players use blocking software and banking blocks, which banks increasingly offer today, to protect themselves from “dishonest operators.”
In addition, GamStop supports the new Crime and Policing Bill, which will give the UKGC expanded powers to quickly block IP addresses and domains of illegal sites.
Conclusion
The distribution of advertising for the illegal operator MyStake through the international PR service GlobeNewswire and its indexing in Google News UK represents a serious threat to vulnerable players in the UK.
The UKGC and GamStop are actively fighting illegal casinos; however, the need for additional legislative measures and technical protection tools is evident.