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Evans said she was commitment to enhancing “online safety” through “proportionate regulation with partnership and shared responsibility” involving regulators, industry participants and technology firms.

“She becomes chair at this incredibly important time, supporting a sustainable, thriving industry with the essential protections needed to prevent harm,” DCMS Secretary of State Lisa Nandy commented on the appointment.

The appointment lands amid a broader reshuffle at the regulator, with policy and research director Tim Miller also departing after a decade in post.

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Despite these measures, the ASA found that the character’s age was not credibly verified. The prompts used to generate the AI image did not explicitly require the character to appear aged 25 or over. Without an independent verification process, the regulator determined the character still “seemed to be under 25”.

The ASA’s ruling directed both Dribble Media and Limay Media to ensure the offending advertisement would not be redisplayed in the same form.

This is Midnite’s third ASA ruling this year. Last month, the operator came under scrutiny for an ad that suggested that “gambling was an escape from personal problems”. The ASA received 125 complaints on the offending ad and the company was ordered to remove the advertisement. 

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“With a direct integration, we have examples of partners integrating us in 24 hours,” he says. “Reverse integration is really hard for everybody, but in our case we can complete a reverse integration in a maximum of three weeks, including all the tests and going live.”

Swipe Games’ immediate ambition is substantial: its current “North Star”, Yashin says, is to reach €600m in bet volume per month.

Yet its longer-term vision stretches beyond simply adding more short videos to the casino floor. Ultimately, Yashin does not see Swipe as simply another category within the existing casino lobby. His ambition is for it to become a platform-level feature: alongside games, live casino and sports, players would find a dedicated Swipe button opening an endless feed personalised around their individual tastes.