UK Gambling Commission uses AI to protect children

Sami Kurvinen

Last updated: 13 June 2026

3 minutes

Artificial Intelligence (AI) is everywhere, and many of us are already getting used to using it in one way or another every day.

Some use it to create content, while others encounter it on Google (whether you like it or not), and some users communicate with it about daily topics and ask it for advice on life or whatever it might be.

The United Kingdom Gambling Commission (UKGC) has also started using it, starting 11 June 2026, to protect children, young persons under 18 and other vulnerable groups from being harmed or exploited by advertising that features or promotes gambling.

How is the UKGC using AI?

Manually monitoring all gambling advertising across the internet and popular social media channels is an exhausting, challenging, and expensive task, but this changes radically with the help of AI.

The UKGC cooperates closely with the Advertising Standards Authority (ASA) in the UK and uses ASA’s Active Ad Monitoring system, which uses AI to proactively search for online ads that break the rules. 

It’s made of three components:

• It gathers ads from all different corners of the internet.
• The AI system is trained to spot and flag ads that might have compliance issues.  
• Human experts review the relevant ads and take action when needed.

This speeds up the process significantly and saves a lot of money for UK taxpayers.  

What about advertising on social media channels?

This AI marketing sweep primarily focuses on monitoring ads across all popular social media channels.

This includes all advertising formats on these platforms.

How will the UKGC enforce these rules?

UKGC will contact the advertiser and require them to change or remove the ads immediately. Failing to comply can lead to sanctions, including fines when necessary.

What is considered childish or unsuitable content in the UK market?

Some of the main factors that UKGC and ASA deem inappropriate include:

• Cartoons and animations that might appeal to under-18s and vulnerable groups.
• References in titles, mascots, or music that appeal to children and youths.
• Brands that are highly associated with children’s media.
• No one under 25 is allowed to be featured in gambling adverts.
• Suggest that gambling can act as a solution to financial issues.
• Sexual references.
• Target vulnerable groups.
• Pressure anyone to gamble.

Where do we go from here?

There is no way around it. AI is here to stay, and the future will show us how AI will interact with our society.

It will not always lead to the greater good, but in cases such as this, AI becomes a valuable tool, helping UKGC and ASA monitor the gambling industry in Great Britain and intervene when needed.