It’s a crackdown on illegal gambling practices in the UK, with Evolution Malta Holdings getting caught in the crossfire as a third party in non-authorized offshore gambling operations. Andrew Rhodes, Chief Executive of the UK Gambling Commission, delivered a rousing speech in January, with stern warnings for licensed operations in the UK to ensure operators have “undertaken due diligence regarding their activities and those of any suppliers they rely on,” with the threat of license suspension or revocation at stake.
As it intensifies its campaign against illegal market practices in the online gambling industry, the UKGC is also addressing growing concerns over consumer safety and the sector’s reputation. Online gambling already carries a certain level of scepticism, making it essential to uphold strong legal standards that protect players and promote fairness.
The regulatory body’s increased efforts aim to crack down on unlicensed operators that jeopardize trust, exposing players to risks such as financial exploitation and inadequate safeguards. By focusing on accountability and compliance, the UKGC is taking significant steps to ensure a secure and trustworthy gambling environment.
For players seeking a safe and enjoyable experience, it is crucial to engage only with legally recognized operators. One helpful avenue for discovering regulated options is the FreeSpinsTracker page dedicated to UK players, which not only specializes in promoting licensed and legitimate operators but also offers promotions that comply with UKGC regulations.
The ICE 2025 World Regulatory Briefing
In Rhode's speech, there were several areas identified that should be of note to gambling operations with any interests in the UK.
Firstly, Rhodes reiterated that the Commission had stepped up their efforts in the fight against illegal online gambling within the UK. Of note, he mentioned that the UKGC had issued 770 cease and desist notices for the financial year to date, across both operators as well as advertisers. It is important to remember that the UK has very strict laws around advertising and gambling, which are easy to fall foul of if you are not well-versed with all the nuanced legalities.
Rhodes mentions that from over 102,000 links the Commission referred to Google, it resulted in a huge 64.000 takedown, including 264 full sites. This is in contrast to the previous year, of just 10 per cent of that number.
Partnerships were also a focus. As with the example of Evolution Malta Holdings, it’s not just your own business that might come under the microscope, it’s who you wind up doing business with. For game producers Evolution Malta Holdings, who hold a license in the UK, their games were being found on illegal offshore sites offering services to the people of the UK.
Rhodes mentions at the beginning of his speech that Great Britain has witnessed its highest-ever Gross Gambling Yield on record, standing at £15.6 billion. While there has been economic contraction for the general public more broadly, it doesn’t seem like it’s affecting the gambling sector - in fact, it appears just the opposite. It’s theorized that gambling is a way for people to blow off steam when situations aren’t looking the best - it’s a fan-favourite escapist activity.
As for 2025, and what the Commission has on the cards, they are looking to tackle identity misuse, bonus abuse, multiple accounts, and other tactics used by bad actors. The Commission aims to make gambling as Fair and Open as possible, with transparency being a key highlight for the year.
What Does it Mean for Operators?
Operators must pay close attention to the information the UKGC puts out, and structure and plan their business operations around the advice given. Not paying attention is likely to land operators in hot water. The new focus on third-party dealings especially will have companies going over their books with a fine tooth comb.
It’s likely that new advertising rules will continue to evolve and transform, which means that marketing teams must be aware of what they are producing, when, where, and to who. Codifying these rules in marketing platforms will help ensure that no advertising falls through the cracks and lands the operators in hot water.
What Does it Mean for Players?
For players, it will be much of a muchness, in terms of experience. Players may experience some greater degree of hoops to jump through on sign-ups, or extra verification needed on logins, simply to help fight fraud. While this may be mildly annoying for players, it helps everyone in the end, by helping reduce crime across the platforms. Players shouldn’t expect much change in any advertising that they’d notice - unless the UK Gambling Commission drops a fresh new set of rules that obliterate advertising on a particular medium or at a particular time of day - both practices in place already over in Australia.
