Faced with concerns for players during a period of uncertainty brought on by the Covid-19 pandemic, U.K. gambling operators are developing additional protections to safeguard against problem gaming.
The industry’s Betting and Gaming Council (BGC) adopted a 10-point plan to strengthen existing responsible gambling initiatives. The plan requires members to monitor the amount of time and money players spend during the lockdown and to step in if these parameters increase compared to pre-crisis levels.
Online betting and gaming operators will also expand safer gambling messaging directed at consumers across websites and apps and will actively promote tools which allow players to set their own deposit limits.
Any marketing partner that breaches the action plan during the crisis will immediately be dropped, and all members must ensure there is no increase in direct marketing to consumers, except to promote responsible gambling.
“In this time of national crisis, with so many people self-isolating and social distancing at home, it is vital that we do everything possible to ensure safer gambling and to protect potentially vulnerable or at risk people,” said BGC Chief Executive Michael Dugher.
The U.K. Gambling Commission (UKGC) has outlined new collaborative directives to strengthen its industry code and reduce problem gambling harms. On April 1, the commission published a new action plan on VIP programs, product design and further advertising practices.
The agency came up with these measures in cooperation with industry working groups featuring executives of 30 operators, coordinated by the BGC.
Measures to be implemented by April 14, among them, operator reward programs must be audited, with senior oversight and accountability, according to SBC News.
The commission moved forward on its AdTech initiatives, which require indexing a common list of search terms (e.g. how do I self-exclude from gambling?) which will help shield vulnerable groups from online gambling ads; a consistent use of customer data to ensure ads are not targeting vulnerable groups; ensuring gambling-related pay-per-click advertising targets consumers over 25; adopting a “code of conduct” for affiliates which will be updated on a regular basis.
To support its advertising policy, the UKGC has formed an Adtech Forum make sure members make progress.
“We have been encouraged by the progress on VIP incentives, safer advertising and safer products. We set these challenges in order to deliver real and rapid change for consumers in key areas of risk,” said Neil McArthur, Gambling Commission Chief executive. “However, it is important these commitments are implemented as soon as possible.”
