The UK’s new gambling industry body is set to release new guidance covering best practice for operators in the area of VIP offers.
The Betting and Gaming Council has revealed a code of conduct that will set out new rules for industry incumbents that will cover VIP customers as well as inducements to gamble.
The full details of the BGC’s code, which are expected to be released next Spring, are not yet available. But reports suggest that it will cover the introduction of new gambling measures designed to protect potentially vulnerable customers.
Speaking about the new guidance, the Chairman of the BGC, Brigid Simmonds, said that they would be engaging with a wide range of groups, but they already had some clear requirements in mind:
“The code will include requirements we have already identified such as the 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.”
She added that the rules are also likely to prohibit operators from targeting any at-risk customer with any form of marketing or advertising content, and that any VIP or loyalty accounts associated with such customers must be closed.
The BGC was formed to replace three previous gambling industry bodies, the Association of British Bookmakers, the Remote Gambling Association and the National Casino Forum. Among the aims of the Council is to provide a clear voice for the betting sector that will be able to respond to pressure from a range of sources.
Recent months have seen sustained criticism aimed at the industry, from the issue of Fixed Odds Betting Terminals to marketing and advertising practices, and the BGC hope to be able to offer a more effective and co-ordinated response to the challenges facing the industry.