ASA Increases Gambling Ad Monitoring During FIFA World Cup
Published on by Zena Grantham
ASA expands AI monitoring of gambling adverts
The Advertising Standards Authority (ASA) has stepped up its monitoring of gambling advertising during the FIFA World Cup. With the help of enhanced artificial intelligence systems they can scan thousands of online adverts for potential breaches of the UK Advertising Codes.
The upgraded Active Ad Monitoring system has already analysed more than 13,000 gambling adverts since the tournament began. The technology now reviews more than 10,000 paid online adverts from UK-licensed gambling operators every month.
According to the ASA, the improvements allow AI systems to identify a wider range of potential breaches before referring higher-risk adverts to specialist investigators for assessment.
AI helps identify potential rule breaches
The ASA has used artificial intelligence to monitor gambling advertising for several years. However, recent improvements have significantly increased both the scale and accuracy of its monitoring.
The upgraded system uses an “agentic” AI model capable of checking adverts against the full range of gambling advertising rules. It can also compare adverts with previous ASA rulings to identify potential compliance issues.
The ASA stressed that AI does not make regulatory decisions. Instead, adverts identified as high risk are reviewed by gambling specialists, who decide whether enforcement action is required.
The regulator said its ongoing monitoring indicates the vast majority of gambling adverts published by licensed operators comply with the advertising rules.
Enforcement action already taken
The ASA said the majority of gambling adverts published by licensed operators continue to meet the required standards. However, the regulator has already taken action against 17 gambling adverts this year after they were identified through its AI monitoring systems.
One recent ruling concerned an advert featuring imagery likely to appeal to under-18s. The ASA said the case demonstrated how AI is helping identify potential breaches more quickly.
The regulator will continue monitoring gambling advertising throughout the remainder of the World Cup and beyond. It will also continue working with licensed operators to improve compliance. Enforcement action will be taken where adverts fail to meet the required standards.