The United Kingdom Gambling Commission imposed a £100,000 penalty on Broadway Gaming Ltd., an internet gaming firm licensed in Malta, for neglecting to incorporate essential terms and conditions in promotional materials on its five gaming platforms. This is not Broadway Gaming’s initial encounter with regulatory bodies. In June 2016, the UK’s Advertising Standards Authority (ASA) ruled against a promotion on the company’s Butlers Bingo site. The advertisement, which promoted a “deposit £10, receive £35 bonus” offer, was deemed deceptive and in violation of the Committee of Advertising Practice (CAP) code. The ASA prohibited the advertisement in its present form and directed Broadway Gaming to remove it. Nevertheless, the UKGC inquiry disclosed that comparable infractions were also present on Broadway Gaming’s other websites, including Bingo Diamond, Casino of Dreams, Dotty Bingo, and Rehab Bingo. It seems that Broadway Gaming has a tendency to bend advertising regulations, leaving customers uninformed about the actual terms and conditions of their promotional offers.
A UK Gambling Commission penalty of £100,000 has been levied against Broadway Betting. Their transgression? Promotional materials that disregarded responsible gaming regulations.
The Commission determined that Broadway’s marketing efforts lacked transparency regarding significant terms and conditions, especially concerning promotional offers, and did not adhere to the advertising guidelines established by the Advertising Standards Authority (ASA).
Furthermore, Broadway attempted to conceal their errors. However, the Gambling Commission refused to overlook the issue. They emphasized that this instance should serve as a cautionary tale for other internet gambling operators, making Broadway’s misstep a highly visible lesson for the entire sector.