There is a growing concern that gambling operators are deliberately targeting children by using famous fairy-tale characters to lure them into gambling, without breaching regulations.

An investigation led by The Sunday Times has questioned how operators attract children to certain games.  Whilst their actions do not currently fall foul of Gambling Commission rules, operators need to tread carefully because the Commission seems to be fully committed to taking firmer action against operators targeting children. As a result of the Commission's position on the subject, and with the ASA now looking into such matters, operators need to be extra vigilant of their activities.

Ways to prevent regulators knocking on your door? 1) have the necessary age verification software in place; and 2) review your advertising/online activities to ensure you are not directly or indirectly attracting kids to gamble.