Gambling Commission of Great Britain to Tighten Up Rules for VIP Customers

In order to clean up the malpractice of VIP schemes in online casinos, the Gambling Commission came up with a new set of rules for operators. Provided that suppliers follow the guidance, irresponsible incentivization of high-value clientele in the future should be eliminated.

This new code of conduct is just one more measure that aims to enhance player protection. One of the reasons why the Loyalty programs stood out as a priority is repeated failures over the protection of VIP punters.

Neil McArthur, Gambling Commission chief executive, stressed out:

“We have introduced these new rules to stamp out malpractice in the management of ‘VIP’ customers and to make gambling safer. Our enforcement work has identified too many cases of misconduct in the management of VIP schemes and this is the last chance for operators to show they can operate such schemes appropriately.”

New Rules to Ensure Progress

Earlier this year, the Commission already identified these schemes as an area that requires significant modifications, challenging the relevant institutions to forces and address this burning issue.

McArthur also stressed out:

“We understand that the number of customers signed up to ‘VIP’ schemes has already reduced by 70% since we challenged the industry to get its house in order, last year. Whilst that is a sign of the positive impact our innovative approach to collaborative working can have, these new rules are designed to ensure progress continues to be made to protect vulnerable customers.”

What Does the New Guidance Bring?

In the coming weeks, the GB’s Gambling Commission will be launching a consultation on customer interaction. Some of the fields which will be addressed include the assessment of affordability, identifying vulnerability, and how to take early preventive and reactive action when there are risk indicators.

It will also shortly respond to a consultation on safer online game design, which was recently suggested by BGC, an institution that also puts all efforts to maintain the environment safe.

Starting October 31, before any customer gets VIP status, operators must:

• Clearly state that spending is affordable and sustainable as part of the customer’s leisure spend
• Assess any potential evidence of gambling-related harm, or increased risk, in case a client belongs to vulnerable groups, and continue to supervise those aspects on a regular basis
• Ensure the licensee has up to date evidence relating to identity, occupation, and source of funds
• Continue to perform regular verification of the information provided to them

McArthur added that:

“Operators can be in no doubt about our expectations. If significant improvements are not made, we will have no choice but to take further action and gambling on credit cards.”

Cooperation with Facebook

Among other measures of protection imposed recently is the limitation of gambling-related ads that FB s see. By teaming up with the world’s biggest social network, the regulator wants to make sure that s have better control over the ments they see.

As far as stressed out, three key options will be added- hide ads, ad preference tools, and managing data, which will enable customers to fine-tune their preferences and avoid being exposed to unwanted or inappropriate content.

Source:

“Gambling Commission new rules to stamp out irresponsible ‘VIP customer’ practices”, gamblingcommission.gov.uk, September 30, 2020.