The UK Betting and Gaming Council has published a code handbook which the vast majority of gambling operators will be required to follow. [Image: Shutterstock.com]

First handbook issued

The UK’s Betting and Gaming Council (BCG) has published a code handbook, containing guidance all members of the organization must follow.

The handbook, comprised of 20 codes covering 100 measures, is intended to surpass standard regulatory requirements and deliver “world class standards” in the UK gambling industry.

over 90% of the UK’s licensed betting operators are members of the organization

While the BGC is not a regulator, over 90% of the UK’s licensed betting operators are members of the organization and will be obliged to follow the codes issued.

Safer gambling

Almost all of the codes covered in the handbook concern safer gambling, with members required to commit to new pledges on advertising and messaging.

Twenty percent of all TV advertisements must also be geared toward responsible gambling.

These include a commitment to not advertise free bets on television before 9pm, as well as ensuring all advertisements are age-gated, particularly with football clubs sponsored by operators. Twenty percent of all TV advertisements must also be geared toward responsible gambling.

For physical betting shops, any games are also required to display Return to Player (RTP) and information on whether strategy can influence outcomes. Information on responsible gambling is also required to be displayed at all physical machines.

Raising standards

Speaking about the launch, BGC CEO Grainne Hurst said: “I am delighted to announce this new Code Handbook, which comprises over five years of determined work to raise standards, across the board.

“This Handbook draws together our sector’s combined efforts, under the leadership of the BGC, to raise standards on safer gambling in the UK.”

the commitment to raising standards does not stop for the BGC, or our members”

“This Code Handbook is also not the final word on this work, because the commitment to raising standards does not stop for the BGC, or our members. That’s why we are working with the regulator and government on over 50 additional workstreams.”

Hurst also said: “Taken alone, neither the recently published White Paper on gambling reform, or existing licence conditions set by the Gambling Commission, can deliver the world class standards our industry strives for.

“It takes independent determination on behalf of our members, and collective ambition by the BGC to deliver that. This Handbook is the result of that determination and ambition.”