Betting and Gaming Council focuses on VIP players in new code of practice

In support of its 10 safer gambling commitments, the Betting and Gaming Council will roll out a new code of practice which will evaluate the standards which protect VIP customers.

The details of the code of practice, which will be published in Spring 2020, have not yet been published, however it is expected that it will address the implementation of safer gambling measures and operators’ use of gambling enticements.

The BGC, which has replaced the Remote Gambling Association, the Association of British Bookmakers and the National Casino Forum, aims to provide a unified voice for the sector at a time when it is under heightened pressure from regulators, politicians and the media.

Speaking on the launch of the code of practice, Brigid Simmonds OBE, chairman of the Betting and Gaming Council said: “We can announce that the Betting and Gaming Council are drafting a new code of practice to set the highest standards in protecting loyalty and VIP customers as part of our safer gambling commitments.

“We will be consulting with operators, the regulator, charities and other stakeholders on the new code. The code will include requirements we have already identified such as comprehensive source of wealth checks, barring anyone with a history of self-exclusion from any product or group of products, continual monitoring of betting activity and regular safer gambling interactions.

“Further any customer identified at risk must not be not invited to hospitality, must stop receiving all marketing communication and their loyalty or VIP account or status should be closed. No staff bonuses can be linked to profitability of VIP or loyalty customers.

“We expect the new code to be published in the spring (2020).”

Next week Wes Himes, the BGC’s Interim Chief Executive, will speak exclusively to SBC as part of the Webinar series in which he will detail how the organisation plans to fulfil its mandate of ‘championing industry standards’. Himes will also focus on how the BGC can help improve the representation of all levels and disciplines working within the UK gambling sector. 

He will also provide insights on the initial guidance for the BGC’s ambitious ‘22 Actions’ directive, which seeks to reset how stakeholders collaborate to create a safe environment for players, at the same time as promoting the industry.

Register for Betting and Gaming Council – Committed to Change: Thursday 5 December, 16:00 GMT