Safer Gambling

Safer Gambling Commitments

About the Safer Gambling Commitments

Development of the Safer Gambling Commitments was facilitated and coordinated by the Senet Group.  They will be delivered by working groups and subject matter experts drawn from across the gambling industry.

Key actions under the Safer Gambling Commitments

1. Prevent underage gambling and protect young people: prevent underage gambling on their platforms and introduce the most effective protections for early stage customers of any age-restricted product category

  • Provide £10m of funding for a national education programme designed and delivered by relevant experts for children and young people over the next four years
  • Work with the financial services industry to block gambling transactions on accounts held by under-18s
  • Work with advertising bodies to explore using adtech to prevent under-18s seeing gambling adverts online

2. Increase support for treatment of gambling harm: support the scaling up of treatment services across the UK by recognised treatment providers as part of a long-term strategic plan

  • We will engage with national stakeholders and recognised treatment and support providers as they map capacity requirements alongside gaining a comprehensive understanding of need and agree increased financial support over the next five years that supports delivery of this strategic plan.

3. Strengthen and expand codes of practice for advertising and marketing: develop and adopt the highest standards in marketing and advertising codes of conduct

  • Commission an independent review into the effectiveness and impact of the whistle-to-whistle television advertising ban
  • Develop and adopt a new Code of Conduct for sponsorship activities, including integrating safer gambling into brand activation in consultation with sports clubs, rights holders and advertising bodies by 2020
  • Develop a new Code of Conduct for Responsible Promotions, including bonuses, customer contact, VIP promotions and rewards

4. Protect and empower our customers: introduce new player protections in product design and customer engagement, making it easier for people to gamble safely

  • Create new industry–wide standards to embed safer gambling practices throughout the customers’ gambling experience, including publishing a minimum set of markers of harm and interventions to identify and interact with at-risk customers
  • Work with operators and industry partners to devise and implement best practice in relation to identifying and interacting with at-risk customers via affordability assessments
  • Work with the banking industry to encourage all banks to offer blocking software
  • Develop clear and consistent product labelling and product information to help customers make informed choices
  • Working with government and the regulator, we will explore creating a mechanism to enable gambling companies to share data on vulnerable or at-risk customers

5. Promote a culture of safer gambling: create a positive culture within both their businesses and the industry, where safer and well-controlled gambling is the norm

  • Commit our businesses to achieve GamCare’s Safer Gambling Standard and to work towards achieving the Advanced Level Awards
  • Ensure all participating operators have an appropriate Employee Safer Gambling Policy setting out actions to deliver these commitments, including internal training programmes to build awareness, capability and capacity on Safer Gambling practices and standards across our  workforce
  • Develop an open source collaboration repository for all gambling companies to access safer gambling tools, open source code and share best practice to raise safety standards across the industry.



Betting and Gaming Council Members allow anyone concerned they are developing a problem with their gambling to exclude themselves from specific premises or online.

For betting shop customers MOSES, the multi-operator self-exclusion scheme, means you can exclude from as many betting shops as you need to. The registration process is telephone-based. The phone number is 0800 294 2060.

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For online betting, GAMSTOP will stop you from using gambling websites and apps run by companies licensed in Great Britain, for a period of your choosing.

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For casino customers, the SENSE scheme means you can exclude from any land-based casino.

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Responsible Gambling Week

All Members of the Betting and Gaming Council supported the annual Responsible Gambling Week, the cross-industry initiative to promote safer gambling in the United Kingdom and Ireland. 

This year, Responsible Gambling Week 2019 ran from 7th - 13th November and was a campaign led by the gambling industry that aims to create a conversation with customers, staff and the wider public about gambling responsibly, driving awareness of:

  • how to gamble responsibly;
  • the tools that are available to help people gamble safely all year round;
  • sources of more advice and support.

The whole of the UK and Irish gambling industry – amusement arcades, bingo clubs, bookmakers, casinos and online – have come together to support Responsible Gambling Week. 

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