Super has partnered with Solas Compliance to introduce AI-supported marketing checks across its international operations, aiming to identify regulatory issues earlier in the campaign development process.
Under the agreement, Super will use Solas’ compliance platform to review marketing materials against the rules, internal policies and standards that apply in individual jurisdictions. The system is designed to flag potential concerns while content is still being created rather than waiting until the final approval stage.
The approach is intended to help Super reduce repeated review cycles while improving consistency across different markets, languages and advertising channels. Compliance teams will continue to maintain final oversight, but marketing staff will be able to identify and address potential problems before assets reach formal sign-off.
Solas positions its technology as a real-time compliance tool built for regulated industries. Its platform can ingest regulatory requirements, company policies and brand guidelines, creating a framework that can be used to check marketing content including text, images, video and audio. The company also promotes workflow integrations and audit trails as part of its system.
The partnership represents a significant customer agreement for Solas, which was founded in 2025 and has focused initially on marketing compliance within betting, gaming and other regulated sectors. The company has also been shortlisted for the 2026 SBC Awards in the Industry Innovation of the Year category.
Solas founder and CEO Neil Dillon said the company’s objective is to combine regulatory intelligence, technology and human expertise so marketing departments can work more quickly without reducing compliance oversight. He has previously argued that general-purpose AI systems are unsuitable as standalone compliance tools because regulated decision-making requires consistent outputs, structured workflows and defensible records.
For Super, the deployment is part of an effort to integrate compliance more closely with creative and marketing operations as the company expands its activity across multiple jurisdictions.
Chris Binham, Vice President of Compliance at Super, said the group wants compliance to be incorporated from the beginning of the marketing process rather than being treated primarily as a final checkpoint. The Solas platform will support that model across different languages and markets while allowing marketing and compliance teams to work within a more consistent process.
The agreement comes as gambling operators face increasingly complex advertising requirements across international markets, making the management of large volumes of jurisdiction-specific marketing content a growing operational challenge. Solas is targeting that problem by using automated screening to direct human compliance teams towards material that may require closer examination rather than replacing human review entirely.