Following the update in April, the United Kingdom Gambling Commission (UKGC) has issued guidelines to help UK operators meet new consumer protection requirements that will be put into effect in September.
According to UKGC, fresh procedures will "ensure online gambling businesses do more to identify and take action to protect customers at risk of harm".
Protecting Those at Risk of Harm
As of 12 September, licensed operators will be required to meet new requirements to identify vulnerable customers, taking into account what is considered a strong indicator of harm. They will also have to comply with the rules on when to use automated systems and processes and how to assess the impact of customer interactions.
“We are giving the industry time to prepare for the changes and expect full compliance by September,” said Andrew Rhodes, Gambling Commission Chief Executive.
“Every gambling business has a role to play to prevent gambling harm and this guidance makes clear what we expect to see, which will be supported with enforcement action should we need it,” Rhodes noted.
Three Elements of Customer Interaction
The regulator further noted that the announced systems and processes should embed the three elements of customer interaction: identification, action, and evaluation.
UKGC licensees will also have to put in place adequate systems and processes for monitoring customer activity; utilise a range of indicators relevant to their customers and the form of gambling; take adequate and timely action; and customise the type of action relying on the number and level of indicators.
Among the indicators are customer spending and patterns of spending, time spent participating in the activity, gambling behaviour indicators, customer-led contact, use of gambling management tools and account indicators.
The UKGC also recalled the importance of refraining from marketing and the take up of new bonus offers in situations where strong indicators of harm have been identified.
