Broadway Gaming Fined for Misleading Bonus Offers

Broadway Gaming Fined for Misleading Bonus Offers

This year, the UK Gambling Commission (UKGC) has been cracking down on licensees who have been found guilty of misleading advertising. Most recently, the UK regulator has fined Broadway Gaming Ltd. £100,000 for advertising misleading bonus offers.

Five Broadway-controlled websites were found in violation of UK advertising codes. Among these sites included Casino of Dreams, Dotty Bingo and Butler’s Bingo. The gambling operator had also breached the UKGC license conditions and codes of practice.

The issues with Broadway started back in June 2016, when the Advertising Standards Authority (ASA) complained about an advert on the Butler’s Bingo site. The ASA ruled that this advert failed to communicate to consumers significant conditions that applied to the promotion.

Further investigations from the UKGC revealed that four other Broadway-run sites also displayed similar shortcomings. These shortcomings ended up costing the operator a £100,000 penalty. This fee covers the Gambling Commission’s investigation costs as well as the full publication of a report related to the investigation on the regulator’s website. This report will be used as a learning tool for other companies within the online gambling industry.

Broadway pledged to work with the UKGC to improve its codes of practice

The gambling operator admitted during the UKGC investigation that its affiliate marketing partners had also used similar misleading advertisements on their websites. The company took onus for the actions of its partners and affiliates and assured that it would take greater care to control the content it permits its affiliates to produce in the future.

Broadway Gaming isn’t the first UK Gambling licensee to face severe penalties from the regulator, which warned operators this past summer that it was cracking down on poor behavior. Other online gambling operators who have been fined violating UK advertising codes include BGO Entertainment, 888 Holdings, Stan James Online, Lottoland, and Ladbrokes Coral Group.

About The Author

As both a player and a fan of strategy analysis in the area of online gambling, my goal is to share the latest information and news about online casinos and the games that they offer. My background was originally in writing guidebooks for the individual games, as well as for tournaments, but after a decade of that, I chose to expand my experience to writing honest, objective, and helpful articles.

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