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New Regulations For Gambling Consumer Protection Are Here!



The Gambling Commission has announced sweeping changes aimed at enhancing safety and empowering consumers within the gambling industry. These changes, outlined in alignment with the Government’s High Stakes: Gambling Reform for the Digital Age White Paper, encompass various aspects crucial to fostering responsible gambling practices and customer protection.

Financial Vulnerability Checks and Frictionless Financial Risk Assessments

One of the key initiatives introduced by the Commission  involves the implementation of financial vulnerability checks. These checks target online customers with a net deposit exceeding £150  per month on gambling activities. Initially set at £500 per month from August 30, 2024, the threshold will subsequently reduce to £150 per month by February 28, 2025. This phased approach ensures a smooth transition for operators while prioritizing enhanced protection for financially vulnerable individuals.

In parallel, the Commission is conducting a pilot program for frictionless financial risk assessments. These assessments focus on high-spending online accounts to identify and mitigate potential risks of harm associated with excessive gambling expenditures. Collaborating with credit reference agencies and gambling businesses, the Commission aims to refine assessment criteria during the pilot phase. The data-driven approach will inform decisions on the permanent implementation of these assessments, ensuring they align with the overarching goal of promoting safer gambling practices.

Direct Marketing and Age Verification

Furthermore, the Commission is introducing measures to improve consumer choice and age verification protocols. Gambling businesses will now provide customers with options to opt-in to specific product types and marketing channels, empowering individuals to control their gambling-related marketing exposure. This requirement, applicable to online gambling, will take effect from January 17, 2025.

”It will also change the good practice code to say licensees should have procedures that require their staff to check the age of any customer who appears to be under 25 years of age, rather than under 21 years of age.”

In premises, all gambling land-based licensees, including smaller operators, will be mandated to conduct age verification test purchasing. This initiative, along with changes in good practice codes, aims to strengthen age verification processes and enhance responsible gambling practices.

Industry Response and Regulatory Impact

The industry has responded positively to these initiatives, with a Betting and Gaming Council interim measure designed to streamline processes and reduce unnecessary document requirements. However, challenges remain, particularly concerning the implementation of frictionless financial risk assessments and the gradual reduction of net deposit thresholds.

The Commission’s careful approach, with changes implemented in four stages starting from August 2024, reflects a commitment to balancing consumer protection with industry adaptability. As the pilot programs progress and regulatory measures take effect, stakeholders anticipate a more robust framework for responsible gambling and enhanced consumer safety within the gambling landscape.


”New rules boosting safety and consumer choice”,, May 01, 2024.

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