Gambling operators in the UK are pledging to save their patrons from gambling-related harm. The British government is planning stricter regulations for the sector. Operators were recently rattled because of the latest APPG guidelines which carve a grim picture of the country’s gambling sector.
The operators are making five new commitments to promote safer gambling. They announced the steps after losing close to £1.2 billion in market value. The plunge occurred after the media reported strict recommendations in the APPG report for the online gambling sector. The all-party parliamentary group proposed a ban on gambling using credit cards alongside a £2 maximum stake on online bets. The report criticized the UKGC for not taking adequate actions to promote safeguards in the industry.
British gambling operators have faced significant criticism for not doing enough to evade the negative consequences of their business. To counteract the position, ten of the biggest gambling companies in the country, including William Hill, bet365 and GVC Holdings, are pledging to undertake more serious and complex measures to reduce gambling-related harm. Other companies involved in the group are Genting, Aspers, Caesars, Playtech, Rank Group and Sky Betting & Gaming.
The operators will bring new checks in place to eliminate underage gambling and protect minors from getting influenced by the industry. They will also promote safer gambling and double down on their support to treat gambling-related harm.
They also proposed a change to the codes of practice for advertising gambling products. They will align their measures with the UKGC national strategy to prevent harm. The operators suggest that they want to work for protecting and empowering their customers.
The group of companies has tried to make similar efforts in the past, but they couldn’t provide a noticeable change in the gambling behavior of their patrons. Instead, problem gambling became more rampant.
This time, the group has re-strategized its policy and announced a new four-year national programme to educate young people about responsible gambling. It will be delivered with the help of GamCare and the Young Gamers and Gamblers Education Trust. The two charities will work with minors and their families to raise gambling awareness. It will receive a £10 million funding from the operators. The group will create a new set of guidelines for sponsorship and direct and affiliate marketing.