Now that's what we call regulating! Leave it to that civilised of all civilised nations - the United (around online gambling) Kingdom - to so decisively demonstrate her ability to regulate otherwise unregulated online gambling companies. Not bad considering that, along with this sort of progressive legislation comes a progressive jackpot in the form of good old-fashion taxation, and to the tune of billions.

In its first slap on the face to anyone violating the recently legislated code of conduct, the UK's Advertising Standards Authority (ASA), scored not one, but two hits, which of course, makes a pair. (Pardon the poker pun.) The recent breaches involved two very high-profile betting firms, namely Paddy Power and Intercasino.

The former carried out a television campaign which the asa deemed over the top due to the ads message suggesting gambling leads to a more active lifestyle. Personally, I can't think of a better way to get gamblers out of the casinos. Or better yet, if they're gambling online from the comfort of their home, get them out of the home office and into the bedroom. God knows the religious right, particularly in the United States, would support this sort of advertising campaign. He also knows they ought to do so before these righteous closet gamblers are exposed.

According to the BBC, yeah, that BBC, The UK Advertising Standards Authority has accused Paddy Power of being "irresponsible" to imply that gambling wins admiration. The company's ad featured (Warning: what you are about to read may be offensive) a man drinking champagne in a limousine. But wait, there's more: with two women by his side!

The ASA is quoted as saying, "We concluded the ad suggested this man's 'shortcoming' had been overcome by the wealth he had acquired through gambling."

Malta-based online gaming site, InterCasino, ran ads featuring what the company claimed was merely a form of slapstick humour. However, Intercasino's operators did ultimately accept the ASA's assertion that the spots would likely appeal to youngsters.

The ASA charged that Intercasino breached the new advertising rules because their gaming ad depicted ‘juvenile behaviour.'

The UK passed its new gambling code on September 1, 2007, permitting various forms of advertising by gambling firms meeting the guidelines set forth.