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Midnite confirmed it had terminated its contract with Limay and would reinforce compliance reminders to its partners.

Limay Media acknowledged that the person depicted was an AI-generated fictional character rather than a real individual and claimed the design was intended to appear as an adult. 

The company admitted to lapses in its internal approval process, described the error as isolated and noted the ad was removed within a few hours.

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UK&I continues to be a “standout performance” said the note, as Entain sits comfortably ahead of its peers and appears to be seizing market share, amid fallout from the UK’s remote gaming duty tax hike in April.

In a 14 August note from UBS, the investment bank reiterated its buy rating for Entain. “Overall, we believe Entain shares offer the highest theoretical upside potential within the European gaming sector, albeit with a risk profile that remains elevated relative to peers,” the note went on to say.

Entain’s share price tumble follows a broader trend for gaming stocks in recent years. Added to that is a declining interest in the LSEG, as listed companies continue to exit at pace, including Flutter, which removed its secondary listing from LSEG in August.

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A cross-party of MPs similarly branded gambling advertisement as a “public health issue” in a recent parliamentary debate. The comment came after the publication of the All-Party Parliamentary Group’s May report.

The report cited concerns that current measures inadequately protected children and young people from the marketing tactics of the gambling industry.

The Department for Digital, Culture, Media and Sport has recently appointed a research fellow to study innovations in online gambling advertising, including content creators; however, the Lords caution that this research should not delay necessary policy changes.