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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.

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According to reporting by The Edmonton Sun, an advertiser operating under the name “Prime Spin Zone” placed an ad on Instagram showing Davies’ father being arrested by Edmonton police.

The video shows a vault filled with cash, followed by a scene where Davies’ father is released after police allegedly determine the money came from legitimate gambling, the ad claims.

The AI-generated image of Davies’ father then urges viewers to visit the same online casino he used. Users who click the ad are redirected to Oxibet, an offshore gambling platform based in Comoros.

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It was found that “this group then self-reported significantly lower expenditure and harms [ … ] over the next two weeks”.  

They recommended banning direct marketing by operators and affiliates except for essential account or safety communications.

The committee also suggested a ban on inducements (free bets, sign-up bonuses) as these promotions stimulate betting activity and recruit new or lapsed customers.