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Limay Media acknowledged that the person depicted was an AI-generated fictional character rather than a real individual and claimed the design was intended to appear as an adult.
The company admitted to lapses in its internal approval process, described the error as isolated and noted the ad was removed within a few hours.
Limay reported implementing new safety measures for AI-generated gambling creatives, including specifying age-related prompts and reviewing the perceived age of AI outputs.
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Under the campaign banner #PlaySafeAfrica, each day of this week will focus on a specific aspect of safer gambling. These include responsible gambling, personal limits and the prevention of underage gambling.
The week will feature a coordinated programme of engagement between regulators and the industry, as well as public education and digital awareness activities.
Peter Kesitilwe, CEO of the AiA, said the industry’s growth must be matched by a stronger focus on player protection, highlighting the need for greater collaboration between regulators and operators.
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In his interview Done framed these closures as part of a broader decline in high street retail venues. He predicted that by 2030, betting shops could disappear entirely.
“I believe that by 2030 we will have no betting shops. The high street will be dead. We’ve already worked it out that with the increases in taxes and salaries and other wages it won’t be worth operating,” he said.
Betfred currently sponsors Britain’s five classic horse races, including the Epsom Derby. Done said the company had yet to agree on extending those sponsorships amid the tax uncertainty, warning that reduced regulated gambling provision could push problem gamblers towards the black market.
