GamCare launches industry-wide safer gambling display code
National Gambling Helpline operator teams up with BGC on new initiative to signpost support
GamCare has debuted a new industry code for the display of safer gambling information by UK-licensed operators.
The new code of conduct was developed by the National Gambling Helpline operator in consultation with the Betting and Gaming Council (BGC).
It covers the placement of safer gambling information within an operator’s website and app, as well as placement within direct messaging sent to players and the accessibility of safer-gambling tools.
It imposes minimum content requirements for safer-gambling sections or microsites, in websites or app footers, as well as the updating of safer-gambling information and information provided to customers on self-exclusion.
Code signatories commit to four principles which will guide implementation.
This includes acknowledging that their customers have a right to receive safer-gambling information when using their online products and the development of a “collective ambition and responsibility” to make that information more prominent to customers, irrespective of risk profile.
Code signatories are also obligated to evaluate the changes they make and ensure that impacts on customer behaviour are documented and learned from.
“By setting minimum standards for the display of safer gambling information for the online sector, we are looking to improve the consistency of information display and reduce friction for customers so that they can readily access tools to help them manage their gambling, and to access free, specialist support whenever it might be needed,” GamCare CEO Anna Hemmings said.
As part of its commitment to the code, the BGC has said all its members offering online gambling will comply with the code by 31 August.
“Consistency of message and display is vital, so that customers who sign up to an account with any BGC member find it’s easy to view links to the National Gambling Helpline and further support,” BGC CEO Brigid Simmonds said.
“Prominent, visible and accessible signposting displayed in a simple way will help our customers and increase use of such tools, which is why we welcome the new GamCare code,” she added.