Ukraine’s gambling regulator PlayCity has expanded its growing network of platform partnerships by adding Kick to its list of approved collaborators in the fight against illegal gambling advertising.
The move reflects PlayCity’s ongoing commitment to tackling the widespread growth of black market gambling promotions that continue to circulate across major digital and social media platforms.
Kick joins an already extensive roster of platforms that PlayCity works with to identify and eliminate unauthorised gambling advertisements targeting Ukrainian users.
The existing list of partners includes some of the biggest names in digital media, including TikTok, Meta, YouTube, Google, Twitch, and Viber, all of which cooperate with the regulator on enforcement efforts.
By bringing Kick into the fold, PlayCity signals its intention to leave no significant platform unchecked as it works to clean up the online advertising landscape in Ukraine.
Illegal gambling advertising has become a growing concern for regulators across Eastern Europe, with black market operators often targeting users through social media channels that have historically been difficult to police.
The regulator’s strategy of building direct relationships with platform operators reflects a broader global trend of collaboration between gambling authorities and technology companies.
Working directly with platforms allows regulators like PlayCity to flag non-compliant content more efficiently, rather than relying solely on reactive enforcement measures after advertisements have already reached audiences.
Kick, the live-streaming platform that has grown rapidly in recent years, represents a relevant front in this effort given the platform’s popularity among younger audiences and its significant volume of gaming-related content.
PlayCity’s expanding partnerships demonstrate a clear understanding that regulating digital gambling advertising requires a proactive, multi-platform approach rather than a narrow focus on any single channel.
The addition of Kick to the regulator’s network is a practical step that strengthens Ukraine’s ability to protect consumers from unlicensed operators and maintains the integrity of its regulated gambling market.
As digital platforms continue to evolve and new channels emerge, regulators will likely need to keep expanding these kinds of cooperative frameworks to stay ahead of black market advertising activity.
