Rossi McKee at SBC Summit Lisbon: Effective Regulation Must Protect Consumers Without Opening the Door to the Illegal Market

3 October 2026, 16:38 Bulgaria Portugal

“Lawmakers have not only an obligation, but also a moral and ethical responsibility to create a regulatory framework that does more than prohibit - it must work.” This was the message from Rossi McKee, Co-founder and Vice President of Telematic Interactive Bulgaria AD, during SBC Summit 2026, held in Lisbon from September 29 to October 1.

McKee participated in the panel discussion “The Ethical Tension in Gaming Advertisement” alongside Jesper Kerbrink, CEO of Immense Group; Peter Marcus, CEO of Savvy Marketing; Nicolas Fleiderman, General Manager of Holland Casino Online; and Francesco Rodano, Head of Responsible Gaming at Allwyn.

The discussion centred on one of the sector’s most pressing issues: how to balance effective regulation, responsible advertising and consumer protection without creating additional advantages for illegal operators.

Bulgaria as a Current Example of the Regulatory Debate

“Strict advertising bans, as examples from a number of markets show, will not solve the problem. Gambling will not disappear, and there is a risk that consumers will turn to illegal platforms, where they will be left entirely unprotected,” McKee added.

During the discussion, she also presented the latest proposals to amend Bulgaria’s regulatory framework to the international audience. The bill proposed in late September envisages significantly tighter advertising restrictions, alongside additional requirements for licensed operators.

The Bulgarian example brought a broader question facing several European markets into focus: how to strengthen consumer protection without simultaneously reducing the visibility and competitiveness of the regulated sector to the benefit of illegal platforms.

Who Is Responsible for Illegal Operators’ Advertising?

Particular attention was paid to the presence of illegal operators on social media and digital channels. Participants discussed the role of major technology platforms and the options for restricting such content, especially when it reaches vulnerable consumers and people who have taken steps to self-exclude from gambling.

This extends the question of responsibility well beyond the gaming industry itself - to technology companies, payment systems, media and other participants in the digital ecosystem.

Peter Marcus highlighted trust as a fundamental factor in the relationship between operators and their customers. In his view, a sustainable business model requires transparency, responsible communication and an environment in which consumer protection is embedded in how a company builds relationships with its customers.

The discussion also examined Italy’s experience, where broad restrictions on gambling advertising have prompted brands to seek alternative forms of communication. The example raised questions about whether blanket bans achieve their original objectives and what unintended effects they may have on the regulated market.

Consumer Protection Requires a Comprehensive Approach

Despite differing views on the precise scope of advertising restrictions, the discussion highlighted the importance of clear rules, effective oversight and shared responsibility among the sector’s various stakeholders.

The central conclusion was that consumer protection cannot be limited to advertising restrictions. A broader approach is needed - one that combines effective, evidence-based regulation, technological solutions for the early identification of risk, responsible business practices and consistent action against the illegal market.