Rossi McKee Discusses Ethical Gambling Advertising at SBC Summit 2026

Balancing Effective Marketing with Consumer Protection

Rossi McKee, co-founder and Vice President of Telematic Interactive Bulgaria and CT Interactive, will join a distinguished group of international industry leaders at SBC Summit Lisbon 2026, one of the world’s leading events for the global gaming sector.

On 30 September, McKee will participate in the panel “The Ethical Dilemmas of Gambling Advertising”, which will address one of the industry’s most pressing questions: where should the line be drawn between persuasive marketing and responsible communication?

The discussion will explore how gaming companies can develop effective advertising strategies while meeting increasingly demanding standards for consumer protection, responsible advertising and safer gambling.

The subject has become particularly relevant across Europe as policymakers and regulators consider tighter restrictions on gambling advertising. Alongside the need to protect minors, vulnerable individuals and consumers displaying signs of risky behaviour, the debate must also consider the unintended consequences of disproportionate or difficult-to-enforce measures, including the potential migration of players towards unlicensed operators.

McKee’s participation reflects her long-standing engagement with marketing, responsible gaming and the sustainable development of the regulated gaming industry. With more than two decades of experience as an entrepreneur and executive in the sector, she has consistently advocated for a balanced approach that brings together innovation, effective communication and meaningful consumer protection.

“Marketing in our industry now carries a responsibility that extends far beyond simply reaching the consumer. Trust takes years to build and can be lost in an instant, which is why effective communication and responsible advertising must go hand in hand,” Rossi McKee said ahead of the summit.

“Protecting vulnerable consumers and protecting the regulated market are not competing objectives. They are closely connected. If regulation drives consumers towards illegal platforms, they enter an environment without effective identity verification, meaningful age controls, spending limits, self-exclusion mechanisms or systems for monitoring risky behaviour. Any new measures must therefore be responsible, proportionate and enforceable.”

McKee will be joined by senior representatives from the international gaming industry and specialists in responsible gaming and consumer protection. The confirmed participants include Jesper Kärrbrink, Group CEO of Immense Group; Peter Marcus, CEO of The Marcon Ltd and former Group Operations Director at Entain; Nicolas Fleiderman of Holland Casino Online; Francesco Rodano, Head of Responsible Gaming at Allwyn; and Floris Assies, founder of Better World Casinos.

The panel will examine changing public expectations, the ethical responsibilities involved in creating and distributing advertising messages, and the role licensed companies can play in building a safer, more transparent and sustainable gaming environment.

Telematic Interactive Bulgaria and CT Interactive at SBC Summit Lisbon

Rossi McKee’s appearance forms part of the wider presence of Telematic Interactive Bulgaria and CT Interactive at SBC Summit Lisbon 2026, taking place from 29 September to 1 October at Feira Internacional de Lisboa and MEO Arena.

The event is expected to bring together approximately 40,000 industry professionals from more than 150 countries, alongside over 800 exhibitors and sponsors and more than 600 speakers.

CT Interactive will exhibit at Stand A506, where the company will showcase its latest gaming content, the Diamond Tree Jackpot and its expanded aggregation offering featuring content from additional studios within the Telematic Interactive Bulgaria group.

By participating in both the exhibition and conference programmes, Telematic Interactive Bulgaria and CT Interactive are reinforcing their role in the international conversation surrounding technological innovation, responsible marketing, consumer protection and the future of the regulated gaming industry.