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But while the ARGN intends to enhance collaboration between stakeholders across the continent, Akolade asserts the aim is to promote “common principles rather than identical regulations”.

Akolade explains: “Every African country has its own legal framework, culture, and level of market development, so a single model might not work everywhere.

“What we do believe is that basic principles should apply across all markets. These include protecting minors, providing effective self-exclusion options, promoting responsible advertising and ensuring that people affected by gambling harm can access support.

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The lottery operator also criticised government proposals for a blanket advertising ban on licensed online gambling providers in June. It argued such restrictions could inadvertently drive more players towards unregulated, illegal platforms.

According to Nederlandse Loterij, illegal operators currently control approximately half of the Dutch online gambling market and account for roughly 95% of online gambling advertisements, frequently masquerading as licensed providers. 

The Loterij suggested around 200,000 Dutch citizens already engage with unauthorised platforms.

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According to the system used to rank players on the PGSI, a score of 0 or between 1 and 3 is considered low-risk, while scoring between 3 and 7 suggests moderate risk, and a score of 8 or higher represents problem gambling.

Although many industry commentators have pushed back against the GSGB and methods used in the survey to determine the scale of problem gambling in the UK.

The committee identified the Gambling Act 2005 as the moment when licensed operators gained broad advertising freedoms across media. Prior to 2005, television and radio gambling advertising was limited to products like bingo, football pools and the National Lottery.