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Limay reported implementing new safety measures for AI-generated gambling creatives, including specifying age-related prompts and reviewing the perceived age of AI outputs.

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.

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A separate private member’s bill was tabled by MP Martha Mahrous in January 2025. It proposed prison terms of two to five years and multi-million-Egyptian-pound fines for promoters, agents and payment facilitators. It has also gone nowhere.

Parliament rose on 22 July having passed 162 laws, none concerning betting. Egyptian news outlet Al-Watan reported that electronic betting was still among the committee’s files awaiting discussion on 17 August, listed separately from the cybercrime amendments. The House reconvenes on 1 October.

Neither bill has created a route to license private online betting. Egypt is pursuing an increasingly punitive enforcement model instead.

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“Having spent more than two decades in key operating and financial leadership roles at Bally’s, George has been instrumental in developing our business model, asset portfolio and growth strategy,” Reeves said.

“He steps into the interim role supported by an experienced finance organisation and I am confident that our reporting, controls and capital markets work will continue without disruption.”

Bally’s shares plunged 26% on 17 August despite a solid Q2 in which group revenue rose by 20% year-on-year to €792.2 million.