Responsible Advertising and Player Protection in Focus at SBC Summit Lisbon 2026
Portugal
International leaders from the gaming industry discussed how effective advertising can go hand in hand with responsibility toward consumers at SBC Summit Lisbon 2026. Held on September 30, the panel “The ethical tension in gaming advertisement” focused on trust, the ethical boundaries of marketing, and practical approaches to player protection.
The discussion was moderated by Floris Assies, founder of Better World Casinos. The panel featured Jesper Kerbrink, CEO of Immense Group; Peter Marcus, CEO of Savvy Marketing; Nicolas Fleiderman, General Manager of Holland Casino; Rossi McKee, Co-Founder and Vice President of Telematic Interactive and CT Interactive; and Francesco Rodano, Head of Responsible Gaming at Allwyn.
As gaming continues to develop into a global entertainment industry, the tension is growing between the drive to engage audiences and the risk of advertising reaching vulnerable people. Participants discussed attracting new customers and competition between brands, as well as operators’ responsibility toward players after they register.
Jesper Kerbrink highlighted the opportunities digitalisation creates for better oversight and for giving consumers tools to manage their own play. He noted that both the content and volume of advertising matter, and warned about the consequences of excessive advertising. In his view, technological progress must be matched by a responsible approach to how the industry communicates with the public. Peter Marcus put trust at the centre of effective communication. Drawing on his career experience, he stressed the value of public discussion about the industry and its challenges. Consumers, he said, are looking for entertainment in a safe environment where they can expect support and protection - an expectation that should also be reflected in advertising.
Rossi McKee focused on practical rules and cooperation among all parties that shape the player environment. She broadened the discussion beyond operators and regulators to include banks, payment systems, media, technology providers, and health organisations. Her position centred on informed choice and consistent protection mechanisms at every point of contact with the consumer. Commenting on proposals to restrict advertising in Bulgaria, McKee warned that bans alone do not eliminate demand and may drive players toward illegal operators. She called for an effective regulatory framework, developed through dialogue and with a clear goal of protecting consumers in a regulated environment.
The discussion also addressed the impact of the overall volume of advertising on society. In its closing section, McKee highlighted the importance of monitoring advertising budgets and campaigns. The panel thus identified both the quality of regulation and businesses’ day-to-day marketing decisions as key factors in creating a more responsible gaming environment.
Photos courtesy of SBC.
Czechia
