Five of Britain’s leading betting and gaming companies have come together to form an independent committee to administer resources to offer safer gambling measures and help treat problem gambling in the country.
The U.K. gambling industry has been under fire in the media and in Parliament for what has been categorized as predatory marketing towards problem gamblers. That criticism led to a reduction in the maximum stakes for fixed odds betting terminals, for example.
The committee will be formed by bet365, Flutter Entertainment (owner of Paddy Power and Betfair), GVC (owner of Ladbrokes Coral), Sky Betting and Gaming, and William Hill.
The committee will recommend how best to administer funds committed to safer gambling initiatives, including the treatment of problem gambling, according to a press release.
The bookmakers recently made a commitment to raise their voluntary contribution to safer gambling measures to 1 percent of gross gambling yield, up from the 0.1 percent presently encouraged, though not required.
The group has agreed to an initial increase from 0.1 percent to 0.25 percent, which will rise to 1 percent by 2023. They estimate the move will raise about £100 million over the four years, and about £60 million annually when completed.
That proposal comes amid calls in Parliament for a mandatory levy.
The U.K.’s Lord Chadlington—a vocal advocate for problem gambling—has been asked to chair the committee. Membership of the committee will be announced in September 2019 and it will publish its recommendations before the end of the year.
“We are absolutely committed to providing further funding toward treatment and other responsible gambling initiatives, and we believe the committee will identify and recommend how best to deploy effectively this investment,” the group said in a press release. “We believe this is an important step towards creating a safer gambling environment and look forward to reviewing and implementing its recommendations later this year.”
Lord Chadlington also said he expects results from the committee.
“The committee will consult widely to formulate its recommendations taking account in particular of the views of government, regulators, the third sector, gambling operators and those with lived experience,” he said. “I am pleased to accept the invitation to chair this committee particularly as the five gambling companies are committed to implementing any reasonable recommendations it may make. I will announce the membership of the committee by mid-September.”
In a related matter, a voluntary ban on gambling ads during televised sporting events will start with the Ashes cricket series between England and Australia. The U.K.’s football season begins shortly after those matches.
The gambling industry announced the voluntary measure last year, in what was seen as another attempt to head off criticism about the number of gambling ads on U.K. television and their impact on children and vulnerable people.
Under the agreement, no gambling ads will be shown during live sport televised before 9 p.m. for a “whistle to whistle” period beginning five minutes before the start of a match and ending five minutes after.
The curbs do not include U.K. “shirt” sponsorships.
