You're entirely misreading my comment. Yes, cash4gold stores exist now, no, they don't push penny stocks or ICOs on people, as much as they (and CEX, BrightHouse, etc) would no doubt like to. There's nowhere on the high street you can go to be told that you should be buying penny stocks - and there would be without regulation restricting them from doing so. And it'd all work wonderfully until it didn't. Gambling establishments are properly labelled and regulated as such for a reason.

In the EU, there are a lot of regulations around marketing securities to inexperienced investors, and if you screw up, you are liable.