PlayCity Strengthens Digital Partnerships to Combat Illegal Gambling Advertising in Ukraine

Ukraine's gambling regulatory body, PlayCity, has significantly stepped up its efforts to curb the proliferation of illegal gambling advertisements by establishing direct communication channels with prominent digital and social media platforms. This strategic move aims to accelerate the identification and removal of promotional content for unlicensed gambling activities, which operators and streamers increasingly use to engage audiences across Ukraine.

Among the platforms now directly engaged by PlayCity are major players such as TikTok, YouTube, Meta (encompassing Instagram and Facebook), Twitch, Viber, Google, and the live-streaming service Kick, which launched in 2022 as a competitor to Twitch. Announced on Monday, this expanded enforcement framework enables the regulator to swiftly report potential violations, request content verification, and seek restrictions on accounts, channels, or posts that contravene Ukraine’s strict advertising guidelines for gambling.

The regulator is already reporting substantial progress from this proactive strategy. In the past month alone, 37 social media accounts were successfully blocked across various platforms including TikTok, Instagram, Twitch, and Kick. These channels collectively commanded an audience exceeding 895,000 followers. Furthermore, two specific Kick channels were removed within the last week following complaints flagged by PlayCity.

Complementing these direct platform engagements, PlayCity also introduced an accessible online complaint form for the public last month, empowering citizens to report suspected illegal gambling advertisements. To date, the regulator has processed 425 reports through this form, with 19 submissions received during June. Since the inception of its campaign, PlayCity has restricted access to a total of 785 profiles found to be displaying non-compliant gambling promotions on social and streaming platforms.

The enforcement process adopted by PlayCity involves two distinct stages. Initially, content suspected of breaching advertising laws is referred to the respective platforms for immediate takedown or restriction. Concurrently, PlayCity undertakes an investigation to identify the parties responsible for these advertisements. Should offenders be identified, the agency possesses the authority to levy substantial financial penalties, with violations potentially incurring fines close to UAH5.2 million (approximately $155,678). If public registries do not yield sufficient information for identification, PlayCity is prepared to involve law enforcement agencies for further action.

This robust crackdown is part of a broader regulatory push. PlayCity's inaugural year report revealed that it had imposed fines exceeding UAH988 million on gambling organizers for various legal infringements, alongside roughly UAH80 million in penalties specifically for advertising regulation breaches. It is important to note, however, that not all complaints result in fines; content that does not legally constitute illegal gambling advertising is exempt from penalties, and complainants are notified of such dismissals.

Ukraine's advertising laws are designed to regulate gambling promotions, specifically to prevent targeting minors and to ensure that only licensed operators are clearly identified. These stringent rules underpin PlayCity's continuous efforts to maintain a responsible and compliant iGaming environment.