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The committee has advocated for applying a public health framework to gambling advertising regulation. It criticised the existing patchwork of self-regulation, noting the Advertising Standards Authority (ASA) codes, co-regulation for broadcasts and industry-led voluntary measures, were inadequate.

Instead, the report recommended that advertising regulation be placed on a statutory footing under the Gambling Commission. 

This would grant the regulator enhanced powers to proactively enforce rules and restrict problematic advertising channels effectively.

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“As the RFP process played out, regulators introduced additional policies and regulations. As each regulation was introduced, developers adjusted their gaming forecasting models downward. Finally, those models reached a tipping point where potential revenues were insufficient to justify a project’s capital costs,” says Klebanow.

Japan’s attempt to reap the economic benefits of casino gaming while keeping gambling socially contained is comparable to Asia’s dominant casino hubs Singapore and Macau.

Singapore has also imposed a highly controlled casino model, with casinos embedded within enormous integrated resorts and accompanied by entry controls and social safeguards. But by incorporating other forms of entertainment into their resorts, Marina Bay Sands and Resorts World Sentosa have proved hugely successful businesses that blend casino gaming with complementing luxury retail, hotels and entertainment.

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In May, the NFL sent a letter to the US Commodity Futures Trading Commission with a list of certain event contracts it deemed objectionable. By July, the league doubled down with public comments to the CFTC after the agency issued draft regulations for the contracts. The NFL cited props on player injuries, penalty totals and missed field goals as those that fit the bill. Goodell, however, conceded that the NFL has held discussions regarding prediction markets as public policy evolves.

Two other leagues, Major League Baseball and the National Hockey League, have each signed a Memorandum of Understanding with the CFTC that allows participating teams to partner with the operators.

“We don’t think we have to be first in this, we feel like we’re going to be right,” Goodell said. “The best thing to do is be patient and make sure you keep the integrity of the game number one.”