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Operators were encouraged to take several practical steps, including enhancing terms and conditions, maintaining robust evidence and uptaking technical standards.

They have also been advised to thoroughly review their Know Your Customer, fraud detection protocols and contractual terms to reflect the guide’s recommendations. 

They must also evaluate their current technical safeguards to ensure alignment with regulator expectations and certification standards.

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“Premier League clubs that have struck new deals with unlicensed gambling operators knew the risks,” she said. “The government made clear in February that it would bring in a ban and it should do so immediately: even if that means clubs ordering new kit mid-season.

“Inconvenience is not an excuse for inaction.”

According to Entain, the consultation included data that demonstrated 22% of consumers who use unlicensed operators first interacted with them through social media, with 13% via sponsorship.

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The framework also urged companies to implement rollback mechanisms and “kill-switch” controls for higher-impact systems.

For AI-powered customer support and chat, operators are encouraged to set clear parameters for when conversations should be moved to a human member of staff. These include repeated low-confidence responses, unresolved queries, indications of distress, or a customer simply asking to speak to a human.

The MGA said the charter will be reviewed periodically as technology and regulation develops.