The UK Gambling Commission has announced new rules aimed at protecting consumers who are susceptible to the harms of problem gambling.
Gambling companies must prevent any marketing from reaching at-risk customers
In a press release issued today, the UKGC outlined the new rules that will take effect from September 12th, 2022.
According to the release, the rules require that all gambling companies licensed to operate in the UK must:
- Monitor indicators that identify consumers at risk of gambling harm
- Flag those indicators and take action as soon as possible
- Introduce automated processes for serious indicators
- Prevent any marketing from reaching at-risk customers
- Evaluate interactions with consumers who are at risk
- Record these evaluations for the UKGC
- Comply with the new requirements at all times
- Ensure that affiliates also follow the new rules
The UKGC has also revealed that new guidance based on these rules will be issued to gambling companies in June of this year.
Speaking of the introduction of the new rules, Gambling Commission Chief Executive, Andrew Rhodes, said:
“Time and time again our enforcement cases show that some operators are still not doing enough to prevent gambling harm. These new rules, developed following an extensive consultation, make our expectations even more explicit.
We expect operators to identify and tackle gambling harms with fast, proportionate and effective action and we will not hesitate to take tough action on operators who fail to do so.”
The new rules are based on feedback received from 13,000 consumers following a consultation that was launched to address the failings of the UKGC. The releases also stated that further changes may be made in relation to online gambling and the need to protect those who are vulnerable once a second consultation has taken place.
Olivia has worked as an editor and writer for major brands across multiple niches. She now focuses on the iGaming and sports betting industries.