Ukraine's gambling regulator, PlayCity, has initiated direct communication channels with various digital platforms, including the emerging live-streaming site Kick, to tackle illegal gambling advertising. Founded in 2022, Kick aims to compete with Twitch in the live-streaming space.
This initiative, announced on Monday, seeks to expedite the removal of content promoting unlicensed gambling as operators and streamers increasingly utilize social media to engage Ukrainian audiences.
Under this expanded enforcement strategy, PlayCity plans to collaborate directly with the teams from TikTok, YouTube, Meta (Instagram/Facebook), Twitch, Viber, Google, and Kick. This partnership will facilitate prompt reporting of suspected violations, verification of content, and the imposition of restrictions on accounts, channels, or posts that breach Ukraine's gambling advertising regulations.
Early results from this proactive approach have been noteworthy. In just the past month, 37 social media accounts across TikTok, Instagram, Twitch, and Kick have been blocked, cumulatively reaching over 895,000 followers. Additionally, two channels on Kick were removed last week following PlayCity's complaints.
Since launching an accessible online complaint form, PlayCity has tallied 425 reports of illegal advertising, with 19 received in June alone. Over the course of this campaign, the regulator has restricted access to 785 profiles found to be promoting non-compliant gambling advertisements on social and streaming platforms.
PlayCity employs a structured two-stage enforcement process. The initial phase involves referring content suspected of violating laws to the respective platforms for removal or restriction. The second phase entails an investigation, where PlayCity identifies those responsible for the ads. If violators are identified, financial penalties can be imposed, with fines reaching nearly UAH5.2 million ($155,678).
In cases where identification through public registries is not possible, PlayCity commits to working with law enforcement for further action. In its inaugural annual report, PlayCity revealed that fines exceeding UAH988 million have been levied against gambling organizers for legal violations, along with about UAH80 million in penalties for advertising regulation breaches.
Notably, not all complaints result in fines. If the content does not legally qualify as illegal gambling advertising, it is exempt from penalties, and complainants are notified if their cases are dismissed. Ukraine's advertising laws aim to restrict such promotions, particularly to prevent targeting minors, and require clear disclosure of licensed operators.
