The UK Gambling Commission (UKGC) has pledged new approaches to regulating gambling products, in response to newspaper reports alleging operators use child-friendly characters to target underage players.

UKGC executive director of corporate affairs and research Tim Miller said that protecting children from being harmed or exploited by gambling was "a clear priority" of the regulator.

"Our rules require strong age verification checks to prevent underage gambling," he explained. "Where businesses fail to protect vulnerable people, especially children, we have and will continue to take firm action."

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