UK gambling operators could face stiff financial penalties for breaching advertising rules, according to proposed changes to their licensing conditions.

On Thursday, the UK Gambling Commission (UKGC) unveiled its proposed changes to license condition and codes of practice (LCCP) for UK gambling operators. Stakeholders and members of the public have until April 22 to submit their opinions on the proposed new rules of the road (viewable in full here).

The changes come as the UKGC is imposing its new vision of a ‘fairer’ gambling market, with an emphasis on a consumer-friendly approach and a zero-tolerance policy toward social responsibility shortcomings.

Among the highlights are a change in licensees’ adherence to socially responsible (SR) marketing activity. Whereas the previous LCCP said that licensees “should” comply with UK Advertising Codes, licensees are now told they “must” comply with codes issued by the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP).