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The United Kingdom Gambling Commission turned the heat up a notch this year, with its Gambling Licensing and Advertising Act. Online gambling operators who plan on tapping into the immense potential of the British market will need to comply with the new terms, even though they frown upon most of these conditions.

William Hill is one of the first online casinos who made significant steps towards aligning its regulation with the new terms and conditions. While they are still reluctant to agree with the 15% point of consumption tax that online casinos are supposed to pay as soon as October, they are more than willing to crack down on underage gambling. National governments from all over Europe are asking for firmer underage gambling controls and the UK legislators are at the forefront of this offensive.

William Hill has launched at a screening tool on Twitter and the purpose of this instrument is to prevent underage gamblers from interacting with the brand. They are the first online casino to make this announcement, but most of their peers are expected to follow their lead. Customer protection, disclosure and age verification are sensitive issues that gambling operators need to handle properly and the United Kingdom Gambling Commission urged them to push the process into overdrive.

William Hill is based in Gibraltar, but it didn’t adhere to the legal challenge filed by the Gibraltar Betting and Gaming Association (GBGA). The 20 members challenged the pending bill, but what they try to repel is not the underage gambling controls, but the point of consumption tax.