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Members flagged the growing issue of illegal gambling sites’ advertising appearing across social media, an issue the sector in Netherlands has sought to tackle directly through legal action against Meta.
Speaking on behalf of the government, Van Bruggen said: “Meta, especially as one of the parties, but also Google, is really open to this conversation.”
She said the government would receive a report every six months on illegal gambling advertising across these platforms. She insisted the issue should also be dealt with at an EU level, through the Digital Services Act.
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The Sun quoted Davies’ agent, who called the advertisement “lies” and confirmed that the soccer star has no ties to any gambling sites.
A fraudulent ad directing consumers to an unlicensed offshore operator highlights the exact issue Alberta sought to address by adopting an Ontario-style regulated iGaming model.
Dale Nally, Minister of Service Alberta and Red Tape Reduction, has repeatedly emphasized that the primary objective of launching the province’s regulated market on July 13 was to offer consumers safe alternatives to illicit offshore sites operating out of jurisdictions like Malta and Curaçao.
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Given the rise of prediction markets, this week arguably represents the most frenzied campaign since the historic PASPA decision in 2018. Buttressed by massive capital injection from substantial funding rounds, operators have spent handsomely on celebrity endorsements. Over the last week, ads featuring LeBron James, Sydney Sweeney, Marshawn Lynch and Jeremy Piven have showered the airwaves. Even Pete Sampras, who disappeared from the public spotlight for the better part of two decades, resurfaced in a US Open spot for Kalshi.
While Polymarket pulled off a coup with the signings of James, Eli Manning and Derek Jeter, a Novig ad featuring Sweeney arguably received as much fanfare. Sweeney, an Emmy Award-nominated actress known for her role in HBO’s Euphoria series, stars in the spot titled “Just Sports.” As of Friday afternoon, the Novig post on social media platform X received at least nine million views.
Throughout the ad, Novig throws shade on its rivals for offering niche markets on events such as the timeframe for when traders believe that Venezuelan President Nicolás Maduro will be removed from office. Unlike operators such as Kalshi and Polymarket, Novig has opted to limit its offerings to purely sports. “No betting on wars, or deaths…or politics,” Sweeney mused.
