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UKGC to Ban Gambling Marketing Toward At-Risk Players

14 April 2022 by Therese Williams

This story was published more than 1 year ago.

This week the UK Gambling Commission announced that they're tightening advertising toward at-risk gamblers in the country with the goal of reducing the impact of gambling-related harm in the country.

The rules will be implemented in September, with guidance going out to gambling operators in the early summer. These operators will have to identify potential gambling harm or addictive behaviors for customers, with indicators like money spent, time spent, patterns, use of gambling management tools, and more. If these indicators result in a customer being at-risk for gambling-related harm, there'll be marketing restrictions imposed upon them.

These restrictions will see operators unable to market bonuses or other betting offers to those deemed at-risk. Penalties could be financial in nature and repeated violations could see operators losing their gaming licences.

Regarding the rule changes, UKGC CEO 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."

Casino Listings News is following the story and will update readers as the rule changes are introduced.

About the author

Therese Williams // UK Correspondent
Therese Williams
Therese is a fervent fan of slot machines and pub fruities, often trying her luck at some of the top online casinos. She covers news for Casino Listings with a focus on the UK and Europe. Therese studied arts and creative writing at university and has written for newspapers in the UK.
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lvblck
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18 April 2022 - 12:11pm
#1

While it makes sense, I can't seem to process how casinos will actually identify those players. If it's by filling a form, players can easily lie, but then how do you go through thousands of players data and say - yes this is a potential risk player, cause he spent X amount of hours playing? With UK already having so many different restrictions, this feels like another heavy one for operators to carry out and I'm sure it will affect their business too. I'm curious to see how this will work in reality.

zaRoulette-Thief
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18 April 2022 - 1:31pm
#2
blck wrote:

While it makes sense, I can't seem to process how casinos will actually identify those players. If it's by filling a form, players can easily lie, but then how do you go through thousands of players data and say - yes this is a potential risk player, cause he spent X amount of hours playing? With UK already having so many different restrictions, this feels like another heavy one for operators to carry out and I'm sure it will affect their business too. I'm curious to see how this will work in reality.

I agree with blck here. It seems like the Gambling Commission have come up with an idea to help players whom might suffer from addictive playing yet with no logical way of analyzing if a player is at risk or not. My other concern is how many of these Casino's will make this new legistraition an advantage and excuse not to pay out players winnings.