Leading UK gambling companies sign up to Safer Gambling Commitments

Safer Gambling Brigid Simmonds Betting and Gaming Council
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A group of leading gambling firms have joined forces to promote new Safer Gambling Commitments in the UK, a move that coincides with the formation of a new betting representational body; The Betting and Gaming Council.


A group of leading UK gambling firms – including Aspers, bet365, Caesars, Flutter, Genting, GVC and William Hill – have come together to announce a package of five new Safer Gambling Commitments, and 22 actions to address safer gambling.

The commitment, launched to support the Gambling Commission’s National Strategy, will deliver “long-term and fundamental changes” in gambling firm operation, with an independent evaluation process mirroring the commission’s own best practice approach.

“These commitments are an important step forward for the sector in their own right and also signal a genuine desire to ensure that acting responsibly is at the heart of our businesses,” said Flutter Entertainment CEO Peter Jackson.

The five core strategies are targeted to prevent underage gambling and protect young people, increase support for treatment, strengthen and expand codes of practice for advertising and marketing, protect and empower customers and promote a culture of safer gambling.

The first initiative undertaken will be a four-year national education programme delivered by GamCare and YGAM, working with young people and the youth professional workforce to improve awareness and understanding of the risks associated with gambling.

“Education is essential in ensuring that young people understand the risks of gambling and are able to make informed decisions about their participation,” said GamCare CEO Anna Hemmings.

The announcement of multi-organisation support for Safer Gambling Commitments came on the same day as the formal launch of a new representative body for the UK’s betting and gaming industry.

The Betting and Gaming Council will represent betting shops, online gaming businesses and casinos, and has been established in response to calls for the industry to work together to guarantee an enjoyable, fair and safe betting and gaming experience for all.

“The Betting and Gaming Council welcomes these commitments from the chief executives,” said council chair Brigid Simmonds. “This is a major step towards preventing underage gambling and addressing harm.”

“Working together as an industry we will create a culture of safer gambling – increasing the competency of professionals who educate young people, increasing support for treatment, strengthening and expanding codes of practice and empowering consumers.”

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