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The KVA’s statement mirrors a broader European regulatory trend where authorities are increasingly scrutinising how major internet platforms facilitate traffic to unlicensed gambling services.
In Sweden, Spelinspektionen recently flagged affiliates and social media as key channels for black market advertising and how affiliate networks redirect search traffic towards unlicensed operators.
Regulators have so far focused mainly on monitoring paid advertising. In Germany, the GGL credited an updated Google ad policy with reducing black market visibility. Yet, it acknowledged that illegal operators could still achieve visibility in organic search through SEO manipulation.
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During the second half of 2026, prediction markets have endured the wrath of a plethora of state governors, most notably Kathy Hochul of New York.
As the NFL season begins, a state in close proximity to the New England Patriots became the latest to attempt to curb the influence of the trading platforms. On 10 September, one day after the Pats’ season-opening loss to the Seattle Seahawks, Connecticut Governor Ned Lamont addressed the growth of the markets during a speech in downtown Hartford. On the same day, the Connecticut Department of Consumer Protection issued cease-and-desist orders to nine unregulated operators, including Polymarket, Robinhood and Underdog Predict.
“Prediction markets have branded themselves as legal and safe, but the reality is they are not adhering to Connecticut’s consumer protection standards,” Lamont wrote in a statement.
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On Wednesday, the Australian Communications and Media Authority (ACMA) found that Dabble Sports had failed to close 157 accounts belonging to customers who had enrolled in the self-exclusion programme.
Furthermore, the company sent 839 electronic messages to 165 individuals who had self-excluded, along with a further 2,000 push notifications to 45 customers without including the mandatory BetStop information.
ACMA’s investigation revealed multiple compliance breaches, primarily concerning account management and marketing controls.
