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Limay reported implementing new safety measures for AI-generated gambling creatives, including specifying age-related prompts and reviewing the perceived age of AI outputs.
Despite these measures, the ASA found that the character’s age was not credibly verified. The prompts used to generate the AI image did not explicitly require the character to appear aged 25 or over. Without an independent verification process, the regulator determined the character still “seemed to be under 25”.
The ASA’s ruling directed both Dribble Media and Limay Media to ensure the offending advertisement would not be redisplayed in the same form.
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A third arbitration produced another award worth nearly $1.3 million, taking the amount Laos is seeking to more than $5 million.
Seven years later, Laos says it is still trying to collect.
That effort has led the government to Baldwin, Scott, and Bridge Capital, even though none was personally named as owing the money in the arbitration awards.
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A point the industry largely agrees on is that DEI must start at the top.
“Leadership is the single biggest determinant of an inclusive culture,” Skinner comments. “Policies matter, but individuals experience inclusion primarily through their managers. Leaders set the tone through the decisions they make, the behaviours they reward and the conversations they encourage.”
Some companies, such as Evoke, actively monitor DEI at a leadership level to track whether initiatives are making an impact.