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Limay Media acknowledged that the person depicted was an AI-generated fictional character rather than a real individual and claimed the design was intended to appear as an adult. 

The company admitted to lapses in its internal approval process, described the error as isolated and noted the ad was removed within a few hours.

Limay reported implementing new safety measures for AI-generated gambling creatives, including specifying age-related prompts and reviewing the perceived age of AI outputs.

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Negotiations around terminations and the newly established roles are expected to last approximately three weeks.

These internal changes form part of wider organisational shifts following Veikkaus’ May 2026 decision to establish two subsidiaries: one dedicated to exclusive operations and another for the newly competitive, licence-based market.

Veikkaus has submitted licence applications as a private entity, joining around 50 other companies that had applied to join the upcoming market by the end of June.