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A website might initially appear to be a normal local site, while behind it sits an iframe, JavaScript redirect or a chain of other pages leading to the actual gambling destination.

“You have to follow that chain,” Madsen says. In some cases, that chain can involve multiple layers. “A site might redirect ten times before reaching the actual destination.”

Madsen describes Trace2Trace as “a large search engine that continuously crawls websites”.

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“We saw that they had entered football and advertising, and they have political and economic weight. Understanding that Congress would not prohibit the activity, we decided to put the brakes on and establish the rules.

“It’s not that I want to collect taxes because I need the money. I want to collect taxes for the sake of fairness: if a company sells cars, it pays taxes; if it sells drinks, it pays taxes. If it’s authorised to operate, it has to pay.”

In the interview, the minister mentioned the tax changes proposed by the Ministry of Finance, and more recently, the ban on beneficiaries of social welfare programmes from gambling.

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Entain said it had requested meetings with government officials to present its concerns directly and facilitate engagement between ministers and frontline shop staff before final budget decisions are made.

Alongside its warning on MGD, Entain revealed it had embarked upon a consultation process that may lead to the reduction of around 400 customer care roles from its 2,000-strong UK team. 

According to David, the step forms part of Entain’s broader initiative to streamline operations, increase efficiency and improve customer experience, with the company aiming to create centres of excellence across locations.